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

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conference contribution
posted on 2002-01-01, 00:00 authored by Mehdi Taghian, Robin Shaw
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.

History

Pagination

3151 - 3157

Location

Melbourne, Australia

Open access

  • Yes

Start date

2002-12-02

End date

2002-12-04

ISSN

1447-3275

Language

eng

Publication classification

E1 Full written paper - refereed; E Conference publication

Editor/Contributor(s)

R Shaw, S Adam, H McDonald

Title of proceedings

ANZMAC 2002 : Proceedings of the Australian and New Zealand Marketing Academy Conference

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