February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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Monitoring, evaluation and control
Throughout the ensuing implementation of changes to the Marketing Mix (see Chapters 17–21), there should be scheduled opportunities to reflect on the plan’s effectiveness. All stakeholders should be aware of the timescales and the need for feedback. You may need to act on these reflections.
Simply put, a marketing plan without control is not a marketing plan. In the same way that some products aren’t launched, they simply escape, the issue of control is key. There must be a period of measurement and review of any marketing plan. Controls must be established to assess how well your marketing plan is being put into practice. Key factors are:
- objectives must exist;
- outputs must be measurable ...
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