Marketing control is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved. It is the final step in the marketing process.
The process involves 1) Setting standards (objectives); 2) Measuring market performance; 3) Evaluating the causes of any discrepancy between expected and actual results; and 4) Taking corrective action. Marketing control can be operational (performance review) or strategic (marketing audit).
