Functions and responsibilities of marketing auditors in measuring organisational performance
by John Mylonakis
International Journal of Technology Management (IJTM), Vol. 25, No. 8, 2003

Abstract: The need to exercise control within organisations was recognised by the earliest leaders of government and top managers of profit and non-profit companies. As a comprehensive review of a company's marketing environment, the marketing audit identifies any inadequacies in overall marketing structures. It also identifies operational strengths and weaknesses and recommends the necessary changes to the company's marketing strategies. The purpose of this article is to show that marketing audits, if done correctly, provide management with a useful and analytical tool for evaluating, measuring, motivating and revising management actions. To accomplish this task, specialised marketing auditors with distinct professional skills are required. These individuals will combine auditing skills with marketing competence, in accordance with fundamental auditing principles and marketing practices.

Online publication date: Sat, 12-Jul-2003

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Management (IJTM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com