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The marketing audit and business performance: an empirical study of large Australian companies

Taghian, Mehdi and Shaw, Robin 2002, The marketing audit and business performance: an empirical study of large Australian companies, in ANZMAC 2002 : Proceedings of the Australian and New Zealand Marketing Academy Conference, Deakin University, Geelong, Vic., pp. 3151-3157.

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Title The marketing audit and business performance: an empirical study of large Australian companies
Author(s) Taghian, Mehdi
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy Conference (2002 : Melbourne, Vic.)
Conference location Melbourne, Australia
Conference dates 2-4 December 2002
Title of proceedings ANZMAC 2002 : Proceedings of the Australian and New Zealand Marketing Academy Conference
Editor(s) Shaw, R.
Adam, S.
McDonald, H.
Publication date 2002
Start page 3151
End page 3157
Publisher Deakin University
Place of publication Geelong, Vic.
Summary 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 of the practice. The teaching of the marketing audit appears to be based on the logical expectation of its usefulness, isolated case studies, and anecdotal evidence. There is little indication of how the marketing audit is actually being used, the procedure in conducting it, and how the industry perceives and evaluates its benefits. This paper attempts to explore and profile the current practice of the marketing audit in larger Australian firms. The results of this industry-based survey of 216 large Australian businesses indicated that about 48 per cent of the respondents have used the marketing audit, with 75 per cent using the self-audit method in conducting it. The respondents’ perception was that the implementation of the recommendations of the marketing audit had contributed mostly between one per cent and 10 per cent to their organisational performance.
ISSN 1447-3275
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009550

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.