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Strategic Marketing Management
, Second Edition
Carol H. Anderson, Rollins College, Emerita
Julian W. Vincze, Rollins College, Emeritus
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| | Chapter Exercises
Chapter 15: Control and Measurement of Marketing Performance
- How do components of the management process work together to achieve strategic objectives and facilitate the measurement of performance?
- How and when should evaluation (and control) of marketing performance be conducted?
- What factors should be analyzed to evaluate marketing performance at each organizational level?
- What are the key performance criteria, and why are they of importance to marketers?
- How is the strategic profit model used to analyze marketing performance?
- Where is information for performance evaluation found, and how is its quality determined?
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