1. Most managers and entrepreneurs are evaluated primarily on the results they deliver. Effective design of control...

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1. Most managers and entrepreneurs are evaluated primarily on the results they deliver. Effective design of control systems, whether for strategic control or for marketing performance measurement, helps ensure the delivery of planned results. A step-by-step process for doing so is provided in this chapter.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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