| Author: | Mylonakis, J. |
| Title: | Functions and responsibilities of marketing auditors in measuring organisational performance |
| Journal: | International Journal of Technology Management
2003 : VOL. 25:8, p. 814-825 |
| Index terms: | Auditing Marketing audits Marketing information Marketing strategy Organizational performance |
| Language: | eng |
| Abstract: | It is shown in this article that marketing audits, if done correctly, provide management with a useful and analytical tool for evaluating, measuring, motivating and revising management actions. To accomplish this task, specialised marketing auditors with distinct professional skills are required. These individuals shall combine auditing skills with marketing competence, in accordance with fundamental auditing principles and marketing practices. |
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