اهمية الرقابة الاستراتيجية للتسويق في تحسين الاداء التسويقي دراسة حالة عينة من كبريات المؤسسات الاقتصادية

Abstract

The present study aims at identifying the importance of the strategic control of marketing in the improvement of the marketing performance indicators, which are market share, sale growth, customer satisfaction and return on investment. Besides, it explores as well as diagnoses the reality of the implementation of the strategic control, and highlights the importance of each tool of the latter’s in the Algerian major productive companies. To fulfil the aims of this study, we have adopted a descriptive method to collect the secondary data and to cover the theoretical background. As far as the primary data is concerned, we have designed a closed-ended questions format questionnaire and distributed it manually and electronically to a sample of 43 out of 423 companies which are ranked among the Algerian major productive companies. The findings of this study show that the Algerian major productive companies are aware of the importance of the strategic control of marketing, and attach importance to the marketing performance indicators. Furthermore, it concludes that these companies consider that the tools of the strategic control of marketing: marketing effectiveness, marketing audit and the audit of the social responsibility of marketing have an importance in raising the marketing performance indicators. Keywords : strategic control of marketing, marketing effectiveness, marketing audit, audit the social responsibility of marketing, marketing performance .