haku: @indexterm MARKETING THEORY / yhteensä: 244
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| Tekijä: | Jaworski, B. J. |
| Otsikko: | Toward a theory of marketing control : environmental context, control types, and consequences. |
| Lehti: | Journal of Marketing
1988 : JUL, VOL. 52:3, p. 23-39 |
| Asiasana: | MARKETING THEORY CONTROL ENVIRONMENT |
| Kieli: | eng |
| Tiivistelmä: | Marketing control problems are discussed. Previous research and literature are reviewed. The focus is primarily on the control of marketing plans and activities, not on the control of marketing personnel. The traditional management/marketing control perspective is criticized. A new theory is proposed. Environment, controls, and consequences are linked. Various controls are identified and described, including formal and informal ones. Empirical findings and conceptual discussions in the management and social science literatures are interpreted in the context of marketing units. Consequences of controls are analysed. Prospects for further research are summarized. |
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