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

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 don't 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 objective is to provide an exploratory study about what management control is effective for E-marketing 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.