Marketing implementation and control are requisites for effective marketing. (Kotler, 21-5)

1. WHAT TOOLS ARE AVAILABLE
TO HELP COMPANIES
MONITOR AND IMPROVE
THEIR MARKETING
ACTIVITES?

2. Holistic > Departmental
Performance > Promotion
Marketing must be:

3. MARKETING
CONTROL
ANNUAL-
PLAN
STRATEGIC
EFFICIENCY
PROFITABILITY

4. ANNUAL-PLAN CONTROL
Ensures
company
achieves sales,
profits and other
goals established
in its annual plan.

5. PROFITABILITY CONTROL
Companies should
measure
profitability of their
products,
territories,
customer groups,
segments and
trade channels.

6. EFFICIENCY CONTROL
Establishment of
marketing controller
position to work out of
controller’s office
and to specialise in
improving marketing
efficiency.

7. STRATEGIC CONTROL
Reassessment of
strategic
approach to
marketplace with
a good marketing
audit.

8. “This time like all
times is a good one, if
we but know what to
do with it.”
-Ralph Waldo

9. Created by Deboleena Dutta, LSR,
during an internship by Prof.
Sameer Mathur, IIM Lucknow.
www.IIMInternship.com