Portal de Periódicos da CAPES

STEMCOM: An Analytical Model for Marketing Control

1982; SAGE Publishing; Volume: 46; Issue: 2 Linguagem: Inglês

10.2307/3203345

1547-7185

Subhash Sharma, Dale D. Achabal,

Business Strategy and Innovation

Although one of the major objectives of a manager involves controlling strategic marketing plans, there is a dearth of research dealing with the framework for developing control models. This paper presents a steering marketing control model (STEMCOM) and shows how it can be used to monitor performance and provide early warning signals to management.