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The Ultimate Guide to Strategic Marketing: Real World Methods for Developing Successful, Long-term Marketing Plans by Robert Hamper

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10Control and Monitoring of the Strategic Marketing Plan

Introduction

Since strategic marketing planning is a continuous process, marketing managers should have a system for monitoring, controlling, and evaluating implementation outcomes on an ongoing basis. Marketing control is the process of monitoring the strategic marketing plan as it proceeds through the implementation phase while making any adjustments needed to keep it on course. If an objective states when and where you want to be, and the strategic marketing plan sets out on a path toward that destination, then marketing controls will tell you whether you are approaching the objective or deviating from your plan. These controls are essential if the company is to abort problems and also ...

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