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何谓市场营销审计?美国营销专家科特勒认为:营销审计是对一个公司或一个业务单位的营销环境、目标、战略和各项经济活动作出全面的、系统的、独立的和定期的捡查,通过深入研究,找出营销薄弱环节和捕捉市场机会,从而提出行动计划,以提高公司的营销绩效。第二次世界大战以后。发达国家经济缓慢地增长,产品翻新加快,需求趋向个性化、多样化;市场竞争更加剧烈,企业营销呈现危机,工商企业为提高经营效益,对营销活动加强检查、分析和控制,逐步形成了市场营销审计,并把它作为提高营销管
What is marketing auditing? US marketing expert Kotler believes that marketing auditing is a comprehensive, systematic, independent, and regular review of the marketing environment, goals, strategies, and economic activities of a company or business unit. Through in-depth research, identify marketing weaknesses and capture market opportunities, and then propose action plans to improve the company’s marketing performance. After the Second World War. The developed countries’ economies are slowly growing, product refurbishment is accelerating, demand tends to be individualized and diversified, market competition is more fierce, corporate marketing is in crisis, and industrial and commercial enterprises have stepped up inspections, analysis, and control of marketing activities in order to increase operating efficiency and gradually form a market. Marketing audit and put it as a marketing manager