It emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives

It is the process of taking measures to match the actual results and the planned results

It is an action plan that helps the organization achieve its goals by forging the best fit between the firm and the environment.

It is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

It is a system of behavioural norms and shared values passing from generation to generation in an organisation or in a system.