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| Tekijä: | Tadepalli, R. |
| Otsikko: | Marketing control: Reconceptualization and implementation using the feedforward method |
| Lehti: | European Journal of Marketing
1992 : VOL. 26:1, p. 24-40 |
| Asiasana: | MARKETING CONTROL PLANNING FEEDBACK CONTROL STRATEGY PERFORMANCE AUDITS |
| Kieli: | eng |
| Tiivistelmä: | The article challenges the notion that control is a post hoc adjunct to planning. The essential feature of feedback is that performance is compared to a standard and corrective action is taken; planning has primacy. Feedforward control involves a continuous evaluation of plans, monitoring inputs in order to ascertain whether goals will be attained. Implementing feedforward control is discussed and contrasted to feedback control. Implications of the use of feedforward control on areas of marketing strategy, product planning, and inventory control are discussed. Suggestions for further research are made. |
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