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Marketing-controlling in the service sector

In: Proceedings of FIKUSZ '12

Author

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  • Ferenc Katona

    (Óbuda University)

Abstract

The aim of this paper is to explore whether there are any differences between companies in the service sector and those in the manufacturing sector, in terms of the planning and evaluation tools employed in marketing-controlling. An overview is given, of the set of marketing tools applied by enterprises providing services as well as their characteristics and differences between these and what is applied in the manufacturing sector are explored. The characteristics of the service sector and the set of marketing tools used will be described based on the relevant literature.In order to demonstrate the differences with figures, the results of a survey carried out by the author is presented, with special emphasis on the application areas of marketing-controlling tools and their characteristics.

Suggested Citation

  • Ferenc Katona, 2012. "Marketing-controlling in the service sector," Proceedings of FIKUSZ '12, in: Pál Michelberger (ed.),Proceedings of FIKUSZ '12, pages 111-122, Óbuda University, Keleti Faculty of Business and Management.
    • Handle: RePEc:pkk:sfyr12:111-122
    as

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    File URL: http://www.kgk.uni-obuda.hu/sites/default/files/10_Katona_Ferenc.pdf
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    References listed on IDEAS

    as
    1. Katona Ferenc, 2010. "A marketingaktivitás és a vállalati stratégia összefüggéseinek vizsgálata a magyar vállalatok körében," Proceedings-8th International Conference on Mangement,Enterprise and Benchmarking (MEB 2010),, Óbuda University, Keleti Faculty of Business and Management.
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      More about this item

      Keywords

      marketing; marketing-controlling; planning; service provision; service marketing;
      All these keywords.

      JEL classification:

      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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