Marketing Audit and Performance: A Case of Parastatals. Marketin Audit and Performance

      Аннотация: This book attempts to highlight the influence of Marketing Audit on Performance using Parastatals as a case. Specifically, it outlines the contributions of Marketing Environment Audit, Marketing Organization audit, Marketing Strategy Audit and Marketing Functions Audit. The book draws from a scientific research conducted on one of the parastatals in Kenya - Kenya Power. It is a very useful resource to both undergraduate and post-graduate students as well as scholars and practitioners in the Marketing field.

Ключевые слова: Marketing Audit, Marketing Strategy Audit, Marketing Environment Audit, Marketing Function Audit, Marketing Organization Audit