Marketing and Controlling as Business Partners in the FMCG Industry

  • Franziska Schmiedebach-Ullner


This contribution analyzes the changing role of marketing in the FMCG industry and the corresponding implications for controllers to be real business partners. The author outlines the key marketing success factors to build and manage strong brands and deduces from these factors the required data information and controlling tools.


Brand essence Brand positioning Choice surplus Consumer products industry Data management Differentiation 

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Franziska Schmiedebach-Ullner
    • 1
  1. 1.Care 4 Brands ConsultingHamburgGermany

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