The marketing audit: Its use by South African companies

The use of marketing audits is regarded as an integral part of the strategic marketing management process. The marketing audit is a comprehensive, systematic, independent, and periodic examination of a company's marketing environment, objectives, strategies, and activities with a view to determ...

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Bibliographic Details
Main Authors: L. F. Pitt, P. G. Steyn, R. Abratt
Format: Article
Language:English
Published: AOSIS 1984-12-01
Series:South African Journal of Business Management
Online Access:https://sajbm.org/index.php/sajbm/article/view/1132