Watch what you say: Using control mechanisms to influence marketing outcomes

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Control mechanisms, whether formal or informal, are helpful in identifying marketing decisions that align with the business strategy.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2022), "Watch what you say: Using control mechanisms to influence marketing outcomes", Strategic Direction, Vol. 38 No. 7, pp. 1-2. https://doi.org/10.1108/SD-06-2022-0054