managers are concerned with the following control mechanisms; annual
plans, profitability, efficiency of marketing and strategic control.■ References
Kotler, P., Marketing Management, 9th edn, Prentice Hall, New Jersey, 1997.
Piercy, N., Market-Led Strategic Change, 2nd edn, Butterworth-Heinemann, Oxford,
1997.
Watson, G., Strategic Benchmarking, Wiley, New York, 1993.■ Further reading
Piercy, N., Market-Led Strategic Change, 2nd edn, Chapter 12, Butterworth-
Heinemann, Oxford, 1997.290 Strategic Marketing: Planning and Control