Management Control for E-Marketing at the Changed Business Environment:An Exploratory Note

摘要：

Management control is key processes spreading to all parts of business activities for assuring the effective and efficient obtainment and use of resources in achieving organizational goals.However, with little research on management control in marketing management and none in E-marketing management,what we dont know is that what kind of management control is needed to fit the changed business environment at the E-marketing age for assuring the effective and efficient E-marketing in achieving marketing goals.This paper represents the results of an effort to redress some of these gaps. Our obiective is to provide an exploratory study about what management control is effective for Emarketing at the changed business environment.We propose that E-marketing leads to a more dynamic, complex and hostile business environment and that a combination of formal with some flexible and open management controls is required for E-marketing in a more dynamic,complex and hostile business environment.

关键词： Management control E-marketing business environment

作者: ZENG Kaisheng LUO Xiaohui

作者单位: Sun Yat-sen University,Guangzhou,P.R.China,510275

会议类型: 国际会议

会议名称: 2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)

会议地点: 浙江绍兴

会议语种:英文

页码: 473-477

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）