Benchmarking Your Marketing Process

摘要

The marketing audit is widely regarded as a valuable diagnostic device in marketing planning In theory it should be the starting-point for any Considered course of managerial action in Marketing. In practice there is often confusion About how to translate the principles of marketing Auditing into tangible outcomes. The article Clarifies the role of marketing auditing as an Intervention that facilitates learning and Transformation towards a culture of sustainable Continuous improvement.