1
การควบคุ
มทางการตลาดระดั
บประเทศและระดั
บระหว
างประเทศ
(National and International Marketing Controlling)
Associate Professor Dr. Pranee Chitakornkijsil
Graduate School of Business Administration
National Institute of Development Administration
Abstract
Generally, management cycle begins from planning, follow by execution and ends by
controlling. To accomplish marketing, we must have exactly plan and seriously controlling.
Several marketers do not understand sufficiently marketing control in order to effectively
implementation. Good control can emerge when we have a good plan. The good plan must be
evaluated efficiency of each point of plan exactly. Good plan must have clearly and
measurability of objectives such as percentage of market share established, how much sales
in money, how much profit in money, etc. Marketing controls have two functions. Firstly,
control everything according to plan. Secondly, follow up plan in order to correct timingly. In
order to follow up plan controlling, manager must create forward system in order to adjust plan
to improve situation timingly.
