3. From time to time, it is useful to step back from day-today results and take a...

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3. From time to time, it is useful to step back from day-today results and take a longer view of marketing performance for a company or an SBU. A marketing audit, as outlined in this chapter, is a useful tool for conducting such an assessment.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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