Marketing Controlling in Customer-Dominant Logic

Customer-dominant marketing controlling ensures the effectiveness and efficiency of customer-dominant management through its information, planning, coordination, and control functions. It is necessary to implement an integrated control along the chain links of the customer-dominant success chain and to consistently implement thinking in the customer ecosystem by involving actors in the customer ecosystem in one’s own controlling activities. This requires continuous control of the customer-dominant orientation of the provider, the attractiveness of the integration offers, the actual integration in the customer ecosystem, and the success of the provider integration through the use of customer performance indicators. The approaches and methods of pre-economic feature-, event-, and problem-oriented control as well as single- and multi-period economic procedures are presented in this chapter, taking into account a content and methodological modification to the provider integration.