Maintenance and control are managerial activities designed to help the firm hold on to markets that it has spent organizational resources developing. The subject of organizational control will be treated in detail in COMMUNICATION AND CONTROL. Briefly, the process involves choosing, designing, and implementing an appropriate organizational structure. Marketing managers at headquarters must first choose the performance criteria and standards to be met by the company's overseas affiliates. Next they must set up a monitoring system which will detect deviations from these standards. Finally, managers must develop a set of organizational policies which spell out the guidelines for timely and effective corrective actions to eliminate deviations from the standard performance criteria.
- 1016 reads
