haku: @author Brownlie, D. / yhteensä: 14
viite: 8 / 14
| Tekijä: | Brownlie, D. |
| Otsikko: | The conduct of marketing audits: a critical review and commentary |
| Lehti: | Industrial Marketing Management
1996 : JAN, VOL. 25:1, p. 11-22 |
| Asiasana: | INDUSTRIAL MARKETING MANAGEMENT AUDITING |
| Kieli: | eng |
| Tiivistelmä: | The technique of marketing auditing has a long and distinguished heritage as a diagnostic device in marketing management and planning. Indeed, the marketing audit should, in theory, be the starting-point for most considered courses of managerial action in marketing. Yet, in practice there is often confusion about how to conduct a marketing audit and on what issues it should focus. There is also confusion about the thinking processes that underpin the audit methodology. |
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