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The Marketing Audit Comes of Age
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By Philip Kotler, William T. Gregor and William H. Rodgers, III
Winter 1989
Reprint 3025
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Volume 30, Number 2, pages 49-62, 14 pages
Primary Topic: Marketing
SummaryThe classic article has been read by countless business-school students and marketing professionals since it originally appeared in 1977. The model proposed at that time -- which outlined how an independent entity should go about assessing an existing marketing program -- was sufficiently streamlined that it holds up very well today. In their retrospective comments, the authors discuss marketing issues that have come to the forefront in the intervening years: globalization of markets, information technology, communications/promotion technology, strategic planning, more sophisticated analytical tools, and the increased attention paid to marketing throughout the organization. They close with suggestions on how to implement marketing audit recommendations. |
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