ABSTRACT
The effective control which is an integral part of integrated marketing management may be viewed as a process of minimising the deviations of marketing performance from planned levels of activity and result. It has been painted out that all forecasts are, by their very nature, wrong! and, inasmuch as marketing objectives represent expectations about future corporate performance in an uncertain world, they are unlikely always to be met with complete accuracy. Hence the need for marketing control which includes three essential executive processes: (i) monitoring trends in performance and comparing results with expectations, (ii) judging which levels of deviation from targeted performance can be tolerated and which call for intervention, and (iii) corncting the deviations as necessary.
