The article gives information about the marketing management conception based on the M-C model resulting from a marketing research and marketing plan as key activities that are necessary for setting company goals, and from strategic and operative marketing controlling that is based on comparison and evaluation of deviations from the set goals and on proposal of measures in the form of risk management.

Karel Havlícek (2011). Marketing Management and Marketing Contrilling of SMEs, European Research Studies Journal Volume XIV Issue 4, 39-54