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Keywords: Marketing audit
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Journal Articles
Journal:
Measuring Business Excellence
Measuring Business Excellence (2011) 15 (2): 3–17.
Published: 31 May 2011
...António Pimenta da Gama Purpose Marketing as a function is under increasing pressure to develop and implement business‐oriented methods and measures to improve its effectiveness. This paper approaches the subject of marketing audits and aims to examine its impact and perceived benefits...
