The marketing audit and organizational performance an empirical profiling

Taghian, Mehdi and Shaw, Robin 2008, The marketing audit and organizational performance an empirical profiling, Journal of marketing theory and practice, vol. 16, no. 4, Fall, pp. 341-349.

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Title The marketing audit and organizational performance an empirical profiling
Author(s) Taghian, Mehdi
Shaw, Robin
Journal name Journal of marketing theory and practice
Volume number 16
Issue number 4
Season Fall
Start page 341
End page 349
Publisher M.E. Sharpe, Inc
Place of publication New York, N.Y.
Publication date 2008
ISSN 1069-6679
Summary This study investigates the use of strategy to address changes in business performance. It suggests the use of the marketing audit as a facility that can assist with the establishment, maintenance, and management of a market orientation strategy. The practice of the marketing audit and its perceived benefits are examined, and their relationships with change in business performance are investigated. The results indicate a positive association between the usage of the marketing audit and increase in market share, and a stronger increase in market share than increase in overall financial performance.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2008 M.E. Sharpe, Inc
Persistent URL http://hdl.handle.net/10536/DRO/DU:30017293

Document type: Journal Article
Collections: Deakin Graduate School of Business
Higher Education Research Group
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