When a discrepancy appears between the expected performance and the actual performance, the marketing manager will need to take action. This will usually take the following sequence:
Feedback should be both frequent and concise, and any criticisms should be constructive; managers should never (for example) go to a sales meeting and offer only criticisms since this sends the salesforce out with negative feelings about themselves and the company.
Marketing strategy and planning is much like any other planning exercise: it relies on good information, a clear idea of where the organisation is going, and regular examination of both outcomes and methods to ensure that the plan is still on target.
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