Marketing Audit Handbook
Marketing Audit Handbook

Marketing Audit Handbook


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About the Book

This title offers practical assistance to marketing and sales departments. Aubrey Wilson seeks to guide the reader out of long-term, formal strategies and jargon into a more straightforward analysis of how to get the most from the marketing audit. The handbook includes: a guide to key marketing audit questions and practical solutions; guidance on how to identify no-cost and low-cost marketing and sales techniques; and detailed checklists, backed up with examples and case histories to illustrate application. This text brings together tools, checklists and techniques to enable the reader to put together internal marketing audits that are applicable to any organization. It is accompanied by a free CD-ROM.

Table of Contents:
How to use the checklists. List 1 Marketing strategy and planning; List 2 Product/service range; List 3 The service element in marketing; List 4 Company performance; List 5 Export marketing; List 6 Marketing information - systems and use; List 7 Market size and structure; List 8 Future market; List 9 The sales force and its management; List 10 Customer care and support staff's role in marketing; List 11 Cross-selling and internal marketing; List 12 The agency system; List 13 Non-personal promotion - methods and media; List 14 The distributive system; List 15 The buying process; List 16 Analysing lost business; List 17 Introducing new products/services; List 18 User industries; List 19 Key customer marketing; List 20 Competitive intelligence; List 21 Physical distribution and packaging; List 22 Industry contacts; List 23 Pricing; List 24 Images and perceptions; List 25 Quality in marketing; List 26 Non-differentiated products and commodities; List 27 Service businesses; List 28 Product/service financial information.

About the Author :
Aubrey Wilson D.Litt. After a distinguished business career, Aubrey is now an independent consultant and is acknowledged internationally as one of the pioneers of business-to-business marketing. Many of the techniques in use today were devised by him and he continues to develop practical approaches for improving productivity in marketing. Dr. Wilson has prepared and presented programmes for many industrial organisations worldwide. He has published twelve books on marketing and a survey of British universities and business schools revealed that two of them were listed in the twenty most highky recommended texts for marketing courses. He is a contributor on marketing subjects to The Financial Times, Harvard Business Review, Management Today, European Management Journal, Marketing and many other publications. He has designed and recorded a multi-media training package on business-to-business marketing which has been sold worldwide. Dr. Wilson has served as a Fulbright Commissioner.

Review :
""It is fair to say that Aubrey Wilson is the United Kingdom's 'father of industrial marketing'... he turns our attention to the requirements for winning."" -- Professor Philip Kotler, Northwestern University


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Product Details
  • ISBN-13: 9780749437350
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Height: 246 mm
  • No of Pages: 466
  • Weight: 686 gr
  • ISBN-10: 0749437359
  • Publisher Date: 15 Apr 2002
  • Binding: Paperback
  • Language: English
  • Spine Width: 18 mm
  • Width: 190 mm


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