2023
DOI: 10.1108/ejmbe-12-2022-0363
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The informal role of marketing control systems

Paola Andrea Ortiz-Rendon,
Jose Luis Munuera-Aleman,
Luz Alexandra Montoya Restrepo

Abstract: PurposeThe implementation of control systems allows marketing managers to improve operational decisions and organizational results. This paper aims to identify the relationship between control combinations and organizational results and analyze the relationships between the variables attributed to the marketing managers and with marketing control combinations. Decisions involving marketing control combine formal and informal mechanisms and generate control systems that have a favorable relationship with organi… Show more

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