Marketing control involves gathering information on marketing performance and comparing the achieved performance against planned or budgeted performance using predetermined standards and yardsticks it provides feedback it regulates and it exercises a restraining influence or a redirecting influence. Controlling marketing marketing success through marketing controls bond craig a on amazoncom free shipping on qualifying offers controlling marketing marketing success through marketing controls. Controlling is an important element of management and measuring and correcting of activities to assure that events conform to a marketing plan it measures performance against goals and plans shows where negative deviations exist and by putting in motion actions to correct deviations helps assure accomplishment of plans. Marketing control is a systematic and integrated process a marketer follows the following steps while exercising control over the marketing operation in an organization determining marketing objectives the initial step in marketing control is the setting up of the marketing goals which are in alignment with the organizational objectives