Strategiczny i operacyjny controlling w marketingu na eurorynku
Strategic and operational controlling in marketing on euromarket

Summary/Abstract: An article takes up considerations concerning marketing controlling on the area of euromarket. In the article there were discussed issues referring to the concept of euro marketing controlling, namely the following definitions were clarified: controlling, management, euro marketing and euromarket. Then operational and strategic concept of marketing controlling were presented and discussed. Moreover the basic differences between strategic and operational marketing controlling were presented. Also the range of problems of integration, co-ordination and compatibility of operational and strategic marketing controlling in functioning of enterprises on euromarket was taken up.

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