ABSTRACT
The marketing manager's control job is made difficult because of their department's performance is influenced by a large number of uncontrollable factors. As a business system's susceptibility to change increases, the system's need for control also increases. Marketing systems are vulnerable to change in so many ways that the need for control is obvious. Traditional thinking about control and control systems in management has been rather mundane. In control system terminology, each individual marketing programme becomes a 'control element'. Control 'elements' are the devices by which we hope to control the 'controlled system'. Control of the many parts of the marketing mix depends on the meeting of certain requirements. If the marketing control problem is reduced to a quantitative decision, it can be stated that control has as its purpose the maximization of expected value. The modern computer can be used as a repository for all input-output data available to the corporation.
