Published by:
MIT Sloan School of Management
Length: 16 pages
Abstract
The classic article has been read by countless business-school students and marketing professionals since it originally appeared in 1977. The model proposed at that time - which outlined how an independent entity should go about assessing an existing marketing programme - was sufficiently streamlined that it holds up very well today. In their retrospective comments, the authors discuss marketing issues that have come to the forefront in the intervening years: globalisation of markets, information technology, communications/promotion technology, strategic planning, more sophisticated analytical tools, and the increased attention paid to marketing throughout the organisation. They close with suggestions on how to implement marketing audit recommendations.
About
Abstract
The classic article has been read by countless business-school students and marketing professionals since it originally appeared in 1977. The model proposed at that time - which outlined how an independent entity should go about assessing an existing marketing programme - was sufficiently streamlined that it holds up very well today. In their retrospective comments, the authors discuss marketing issues that have come to the forefront in the intervening years: globalisation of markets, information technology, communications/promotion technology, strategic planning, more sophisticated analytical tools, and the increased attention paid to marketing throughout the organisation. They close with suggestions on how to implement marketing audit recommendations.