STEMCOM: An Analytical Model for Marketing Control
提出了一种名为STEMCOM的营销控制模型，帮助管理者监控营销绩效并提供早期预警信号。
Although one of the major objectives of a manager involves controlling strategic marketing plans, there is a dearth of research dealing with the framework for developing control models. This paper presents a steering marketing control model (STEMCOM) and shows how it can be used to monitor performance and provide early warning signals to management.