MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

What tools are available to help companies monitor and improve their marketing activities?

Marketing control

4 types of marketing control

1 •Annual-plan control

2 •Profitability control

3 •Efficiency control

4 •Strategic control

1Annual plan control ensures the Company achieves the sales, profits and other goalsEstablished in its annual plan.

Annual-plan control

Annual-plan control

This control applies to all levels of the organization

2Profitability controlCompanies should ensure

the profitability of their products and trade channels to helpdetermine whether to expand, reduce or to eliminate any products.

3

Companies establish a marketing controller position to workout of the controller’s office but specialize in improving marketing Efficiency.

Efficiency control

4Strategic control

Each company should periodically reassess its strategic approach to the marketplace with a good marketing audit

Recap