Progressing toward a Theory of Marketing Control: A Comment

Abstract

HE article by Jaworski (1988) is an interesting, thoughtful, and provocative piece on marketing control, an important subject which, I conclude from my casual review of the marketing literature, has not received much managerial, research, or textbook attention. The purpose of this short comment is to put the Jaworski article in perspective in the control literature, highlight a few of its strengths and weaknesses as I see them, and offer a few suggestions for further research on marketing control to supplement those Jaworski provides.