An essential component of the marketing audit of an enterprise is the quality of the organization itself. Without an effective structure for planning, selecting, executing and controlling marketing decisions there is a risk that competitive advantage is sacrificed. Outlines a new method for analysing the structure of marketing decision making within a business enterprise. Describes in detail the technique called the role matrix and its application. Provides guidelines for carrying out the research successfully. The results of an investigation within one particular firm are then displayed, analysed and interpreted. Finally, gives information about the ways in which the findings were actually used to encourage change in the way the enterprise was structured to make it more market‐led.
Spillard, P., Moriarty, M. and Woodthorpe, J. (1994), "The Role Matrix: A Diagnostic Test of Marketing Health", European Journal of Marketing, Vol. 28 No. 7, pp. 55-76. https://doi.org/10.1108/03090569410064463Download as .RIS
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