The Strategic Marketing Audit: An Adoption/Utilization Perspective
Abstract
Marketing is innovative thinking and inventive doing for many organizations. Most noncommercial organizations and small businesses are exploring formal marketing concepts and methods for the first time. Industrial and high technology companies are becoming more sensitive to their customers and competitors and, therefore, to marketing efforts. Environmental uncertainty and pressures have challenged conventional practices in traditionally marketingāoriented industries such as retailing and packaged goods.
Citation
Mokwa, M.P. (1986), "The Strategic Marketing Audit: An Adoption/Utilization Perspective", Journal of Business Strategy, Vol. 6 No. 4, pp. 88-95. https://doi.org/10.1108/eb039136
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited