Controlling Instruments for the Sustainability of a Business
Keyword(s):
The Past
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The controlling activity has developed in the past years because of the need of companies to permanently monitor their performance and because of the need to adapt to the changes of the environment. In comparison to some decades ago, the present dynamic changes in the technological and social environment determine companies to be more agile regarding their strategies. In this article there are presented the main instruments used in marketing-controlling and an overview of the use of controlling instruments in companies, based on secondary data. The results of these researches show that companies use more and more frequent controlling instruments than in the past.