The role and the place of marketing audit in the marketing strategic planning

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  • Publisher: Academica Brâncuşi
  • Journal: Constatin Brancusi University of Targu Jiu Annals - Economy Series, volume 4.II, issue December, pages 113-120 (issn: 1844-7007, eissn: 1844-7007)
  • Publisher copyright policies & self-archiving
  • Subject: control and evaluation. | marketing strategic planning | marketing strategic planning, marketing audit, control and evaluation | HF1021-1027 | HB71-74 | Economics as a science | Commercial geography. Economic geography | marketing audit

During the strategic planning activity process, a very important step is to conduct internal and external audit. Marketing audit is not an isolated process within the organization; it is a component of the management audit assessing the impact of envir... View more
  • References (11)
    11 references, page 1 of 2

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    3. Taghian, M., Shaw, R. - the marketing audit and business performance: a review and research agenda, ZMAC1998/Cd_rom/Taghian64.pdf

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    10. Baker, M. - The Strategic Marketing Plan Audit, Cambridge Strategy Publication Ltd., 2008;

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