chapter  16
46 Pages

Problems to overcome

Of the two major operating functions, production and marketing, the former has lent

itself to rigorous analysis over many years, with the result that it has been studied in

great detail. Marketing, however, has not lent itself so much to critical examination

until relatively recently, and for this reason it has received an unjustifiably low propor-

tion of analytical attention. The marketing function is the most difficult area to plan and

control, since it is the source of sales forecasts and revenue estimates that can rarely be

predicted accurately, and there is the further need to plan and control expenditure in

addition to dealing with the human dimensions.