TY  - BOOK
AU  - Wilson, Aubrey 
TI  - The Marketing Audit Handbook: Tools, Techniques & Checklists to exploit your marketing resources 
SN  - 0749437359
U1  - 658.8'02 
PY  - 2002///
CY  - London ; Milford, CT
PB  - Kogan Page, 
KW  - Marketing audits
KW  - Marketing
N1  - 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
ER  -