Nature of Controlling
How many nature of Controlling are there?
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1. Controlling is a goal oriented function.
2. Controlling is an all pervasive function.
3. Controlling is a continuous function.
4. Controlling is both a backward looking as well as forward looking function.
5. Controlling is a dynamic process
6. Controlling is a positive process
Source: O'Conner, G. C., T.R. Willemain, and J. MacLachlau, 1996. "The value of competition among agencies in developing ad compaigns: Revisiting Gross's model." Journal of Advertising 25:51-63. Modeling Cases DRAFT TV COMMERCIALS - Your client directs TV advertising for a large corporation th
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