The Marketing Audit and Business Performance:

Abstract

The conceptual framework of the marketing audit has been well developed by different contributors since the late 1950s. At the present time, the popular marketing textbooks and the published academic and general literature deal primarily with the theoretical and practical aspects of the marketing audit without offering any rigorous empirical justification… (More)

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Cite this paper

@inproceedings{Taghian2002TheMA, title={The Marketing Audit and Business Performance:}, author={Mehdi Taghian and Robin N. Shaw}, year={2002} }