The need for economic and pre‐economic marketing controlling

The splitting or rather the widening of a marketing controlling system into economic and pre‐economic control of performance makes effective strategic forward‐looking planning, management, and control of marketing activities possible. The main reason for including pre‐economic measures of performance is the possibility to receive and assimilate so‐called weak signals from the market which cannot be received by traditional economic controlling systems. These early warning indicators prevent marketing management from decision making based on past‐oriented data, the use of which would require the structure of the environment to remain unchanged. Based on this expanded knowledge, marketing strategies can be generated in a much more sound way.