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| Author: | Brownlie, D. |
| Title: | Benchmarking your marketing process |
| Journal: | Long Range Planning
1999 : FEB, VOL 32:1, p. 88 - 95 |
| Index terms: | Marketing Marketing audits Benchmarking |
| Language: | eng |
| Abstract: | The key issue in marketing auditing is gaining thorough knowledge and understanding of the client in all aspects. Benchmarking supports the objectives of marketing auditing by searching for best marketing practice. As a whole marketing auditing should result in recommendations for improvement in marketing practice. |
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