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Systèmes de contrôle marketing et stratégies de distribution : la mise en évidence du facteur environnemental par une étude exploratoire

Author

Listed:
  • Madeleine Besson

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], CEMANTIC - Centre d'Études et de recherches en Management et TIC - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris])

  • Hélène Löning

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

Abstract

Research relating to the determinants of marketing control systems remains scarce. Our research aims atidentifying the environmental factors that may structure these control modes. Twenty one semi inductiveinterviews with Sales and Marketing managers provide sufficient data to identify four groups with differentcontrol systems. These different systems appear to be related with the distribution context., more precisely withthe power channel and the type of relationship (transactional or relational).

Suggested Citation

  • Madeleine Besson & Hélène Löning, 2003. "Systèmes de contrôle marketing et stratégies de distribution : la mise en évidence du facteur environnemental par une étude exploratoire," Post-Print halshs-00582738, HAL.
    • Handle: RePEc:hal:journl:halshs-00582738
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00582738v1
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