Strategic Marketing: Planning and Control, Third Edition

by management action and/or altering the objectives or standards within
the system. In this way, the system becomes flexible and can react to
changes in performance and the business environment.

■ What makes an effective

control system?

Control systems require careful design. Generic principles exist which are
common to all effective control mechanisms. As with management
processes, it is important to retain a degree of flexibility and common
sense. The project manager can deploy the following principles to ensure
effective control.

● Involvement: It is achieved by encouraging participation in the process.
Management can achieve desired results through consultation. For
example, staff could contribute towards setting targets. Their own staff
development needs could be considered along with the required tasks.
Correctly applied, the process enhances morale, promotes ownership
and develops the skill’s base of employees.

Control 277

Adjust marketing

objectives

Adjust targets

Set marketing

objectives

Quantify objectives^

Communicate

Management

action

Assign

responsibility

Evaluate performance

against standards

Measure

performance

Review and action

taken as required

Set specific

targets

Figure 14.2

Marketing control

systems