Marketing Control: Reconceptualization and Implementation Using the Feedforward Method

Feedback control in marketing involves measuring the outputs (results) of marketing decisions, comparing these results to goals, and then taking corrective action so as to meet these goals. Feedforward control on the other hand, involves monitoring inputs (the information base on which marketing decisions are made) in order to ascertain whether goals will be attained. If forecasts show that goals are not attainable, the inputs or even the process are changed in order to ensure that goals are met. While feedback control is useful for evaluating performance, feedforward control appears to be more useful for monitoring the marketing planning and implementation processes. Discusses the applicability of feedforward control for product and distribution planning and proposes directions for future research.