The Control of Marketing
There is a need for a more or less continual monitoring and review of the marketing plan. On the one hand, it is not safe to assume that everything will continue as it has in the past; on the other hand, it is essential to know how well a marketing strategy is working in order to control its quality and provide an after-sales service. The marketing plan needs constant fine tuning to maximise the probability that the organisation will achieve its marketing and corporate objectives.
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