Marketing Science 2001
Microsystems marketing control
Abstract
Control is necessary instrument for managing marketing microsystems and function of marketing on corporate level. It is also a condition for successful regulation of macrosystem marketing (MM). MM is defined as '... mutually connected system of company activities which with their microsystem marketing need to ensure efficient satisfaction of their individual and society needs and efficient and effective use of available resources. Society needs to organize and implement, in some way, regulations for MM where control has to be core instrument of regulation.
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