Institutionalization as a marketing control mechanism
Main Article Content
Abstract
Among management activities, control is the most neglected. However, monitoring becomes a key player as the area of marketing has continually sought out metrics to measure its results. Upon analyzing the current perspective of marketing control, we conclude that it is contingential. As a result, some problems were identified. We suggest that a different, institutional perspective may be more adequate. For our analysis, we assumed as scope the perspective of service encounters. This choice was due to our belief that all businesses are - in essence - service-oriented, and that service encounters bring aspects of the external environment to the internal environment, as customers and contact employees are from the socio-cultural environment. With this in mind, the aim of this theoretical essay is to develop a marketing control process based on the meanings of the organization. However, we recognize that - as this is a long-term view - short-term interests may compromise it.
Downloads
Download data is not yet available.
Download data is not yet available.
Article Details
How to Cite
Leão, A. L. M. de S., & Mello, S. C. B. de. (1). Institutionalization as a marketing control mechanism. Journal of Contemporary Administration, 14(2), 251-267. https://doi.org/10.1590/S1415-65552010000200005
Section
Articles
Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.
After article acceptance, the authors must sign a Term of Authorization for Publication, which is sent to the authors by e-mail for electronic signature before publication.