Controlling marketing marketing success through marketing controls bond craig a on amazoncom free shipping on qualifying offers controlling marketing marketing success through marketing controls. Get this from a library controlling marketing marketing success through marketing controls craig a bond. On the basis of types of criteria sales profits efficiency and strategic considerations used for measuring and comparing results there are four types or tools of marketing control in every type of control the same procedure is applied ie setting standards measuring actual performance comparing actual performance with standards and taking corrective active actions if required. Kotler 1997 identifies four main areas associated with the control of marketing activity see figure control of marketing activities annual planning this has the purpose of evaluating the extent to which marketing efforts over the year have been successful evaluation will focus on analyzing sales market shareexpenses and customer perception commonly sales performance is a major element of this analysis all other factors provide explanation of any variance in sales performance
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