STEMCOM: An Analytical Model for Marketing Control
Journal of MarketingPublished 1 April 1982
Subhash Sharma, Dale D. Achabal
Citations19
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
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.
Keywords
Business, Management and Accounting
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