Fundamentals of Marketing by William J. StantonGoodreads helps you keep track of books you want to read. Want to Read saving…. Want to Read Currently Reading Read. Other editions. Enlarge cover. Error rating book. Refresh and try again.
Fundamentals of Marketing
ISSN The marketing audit is attributed to a series of utilities for both evaluation and marketing planning. These benefits have not been corroborated by empirical research, thus the current qualitative research determines the expectations of managers on the results, purposes and uses about it, evaluates the performance of the area, comparing the current findings with the previous theory, and find new uses. Keywords: Marketing audit, performance, control and evaluation of marketing. The marketing audit MA is a process aimed at evaluating the performance of marketing functions by establishing the efficiency and effectiveness of the so-called process and all those activities deployed in the fulfillment of executing a marketing plan. This diagnosis allows to provide information to management board in order to improve the performance of the area Morgan, Clark and Gooner,
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