The Marketing Audit Handbook : Tools, Techniques & Checklists to exploit your marketing resources /
Aubrey Wilson.
- London ; Milford, CT : Kogan Page, 2002
- 1 online resource (ix, 294 pages) : illustrations.
- Gale virtual reference library. .
Preface -- The marketing audit -- How to use the checklists -- Marketing strategy and planning -- Product/service range -- The service element in marketing -- Company performance -- Export marketing -- Marketing information: systems and use -- Market size and structure -- Future market -- The salesforce and its management -- Customer care and support staff's role in marketing -- Cross-selling and internal marketing -- The agency system -- Non-personal promotion: methods and media -- The distributive system -- The buying process -- Analysing lost business -- Introducing new products/services -- User industries -- Key customer marketing -- Competitive intelligence -- Physical distribution and packaging -- Industry contacts -- Pricing -- Images and perceptions -- Quality in marketing -- Non-differentiated products and commodities -- Service businesses -- Product/service financial information -- Conclusion -- Index.