What is a control system? - Marketing Strategy

The term ‘control’ has received a bad press. The phrase smacks of coercive action, limiting freedom and keeping costs to an absolute minimum.The reality is somewhat different and managers should consider the control process as simply a mechanism to protect strategic plans during implementation. Murphy’s law states that, if anything can go wrong, it will go wrong. Hence a control system detecting and preempting the inevitable problems that accompany implementation is a valuable asset.
Control can be defined as attempting to guarantee that behaviour and systems conform to, and support, predetermined corporate objectives and policies. Such ‘hard edged’ views illustrate the importance of linking behaviour to overall strategic direction. This is a fundamental reason for having control systems.

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