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

Madeleine Besson () and Hélène Löning
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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

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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).

Keywords: Relational marketing; Channel power; Marketing and sales performance mesaurement and management; Bureaucratic control; Social control; Market mechanisms; Rapports de force; Marketing relationnel; Réseaux de distribution; Contrôle social; Mécanismes de marché; Systèmes de contrôle commercial et marketing (search for similar items in EconPapers)
Date: 2003-05
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00582738v1
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Published in 24ème congrès de l'Association francophone de comptabilité (AFC). "Identification et maîtrise des risques : enjeux pour l'audit, la comptabilité et le contrôle de gestion", Association francophone de comptabilité (AFC), May 2003, Louvain, Belgique. pp.CD-Rom

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