Zmiennosc zadan i przedmiotu kontroli marketingowej w kontekscie oceny jej funkcjonowania
VARIABILITY OF TASKS AND THE SUBJECT OF MARKETING CONTROL IN THE CONTEXT OF ITS FUNCTIONING ASSESSMENT

Summary/Abstract: The aim of this publication is to present the results of observations which focused on the effectiveness in marketing control. The results have demonstrated that the strategic effectiveness is the most important task of the marketing control, and the operational effec¬tiveness is the least important. The main role in the effectiveness control is played by sales, market share, customer satisfaction and customer loyalty. The results have demonstrated that the task and subjects of the marketing control are the same, even if its functioning is assessed worse.

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