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Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences
Abstract
Historically, marketing control research has involved either the development of output-oriented financial controls or the analysis of how financial controls affect performance. This work on marketing control is limited in that it (1) has focused primarily on the control of marketing plans/activities, not on the control of marketing personnel, (2) fails to capture all controls operating within the marketing unit, (3) does not consider environmental conditions that both influence the use and moderate the effects of controls, and (4) ignores the behavioral and psychological impact of controls on individuals. To overcome these limitations, a theory integrating environmental context, controls, and the consequences of controls is proposed. Previous research is categorized within the framework, relevant propositions are advanced, and directions for future research are proposed.
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Cites
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The adoption of information technology in the sales force
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Adeleke, A. Q., Bahaudin, A. Y., Kamaruddeen, A. M., Bamgbade, J. A., Salimon, M. G., Khan, M. W. A., & Sorooshian, S. (2018) · Safety and Health at Work · doi:10.1016/j.shaw.2017.05.004 · Cited by 107
Success-producer and failure-preventer marketing skills: A social learning theory interpretation
McKee, D. O., Conant, J. S., Varadarajan, P. R., & Mokwa, M. P. (1992) · Journal of the Academy of Marketing Science · doi:10.1007/bf02723472 · Cited by 57
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Metadata
- Authors
- Jaworski, B. J.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publishing
- Published
- 1988-07-01
- Volume
- 52
- Issue
- 3
- Pages
- 23-23
- ISSN
- 0022-2429 (ISSN-L)
- OpenAlex
- W2326361446
- Cited by
- 764
- References
- 2
- FWCI
- 10.12
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
