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See Proactive Marketing Control Systems; Adaptive Control System; After-the-Fact Control System; Steering Control System. Reactive Marketing Strategies marketing activities forced upon an organisation by competitive action; defensive strategies.
and control systems in which management finds that marketing performance is not satisfactory and takes corrective action, after-the-fact and steering control are reactive systems, see proactive marketing control systems, adaptive control system, ...
 See also: Planning, Competitors, Variable, Competitive, Retailer
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