Marketing audit

Author: Wang Fanghua
Publisher:
Publish Date: 2005-01-01
Features: Marketing is indeed a magical force. Everything remains the same, but once marketing concepts and techniques are added, a series of astonishing changes occur. Based on modern marketing theory and auditing theory, and combining the practices of marketing audits from large domestic and international companies, this book explains the basic concepts, methods, and principles of marketing audits, and innovatively explores a series of marketing audit methods, ideas, and strategies. The book consists of 9 chapters: Introduction, Methods and Procedures of Marketing Audits, Marketing Environment Audit, Marketing Strategy Audit, Marketing Management Audit, Marketing Functional Audit, Marketing Performance Audit, Marketing Cost Audit and Control, and Future Prospects of Marketing Audits. It includes some case studies to help marketing managers further understand and digest the professional knowledge they have acquired while learning the theory. This book is suitable for professional students in higher education institutions and those who are aspiring to work in marketing audits. It is also highly beneficial for professionals already engaged in marketing audit work.