11. Control The aim of control systems is to evaluate the results of the marketing plan so that corrective action can be taken if performance does not match objectives. See Chapter 19.
Marketing Plan Index: Contents Section 1: Terms of Reference Section 2: Executive Summary Section 3:Business Mission Section 4: External Marketing Audit Section 5: Internal Marketing Audit Section 6: SWOT Analysis Section 7: Marketing Objectives Section 8: Core Strategy Section 9: Marketing Mix Decisions Section 10: Organization and Implementation Section 11: Control
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