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| Tekijä: | Jaworski, B. J. |
| Otsikko: | Toward a theory of marketing control. Environmental context, control types, and consequences (Marketingtheorie; Kontrollsystem; sales management) |
| Lehti: | Journal of Marketing
1988 : VOL. 52:3, p. 23-44 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGKONTROLLE |
| Kieli: | eng |
| Tiivistelmä: | This article presents a theory to capture the management and control of marketing personnel. First a brief critique of the traditional management/marketing control perspective and then an overview of the proposed theory. Then follows a review of environmental variables that influence the use of controls and the control types and their potential synergies. Finally, the impact of controls on the individual and on the organizational/marketing unit is examined. The article is followed by a short comment by K. A. Merchant. |
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