Abstract
Basically, a marketing audit is the means by which a company can understand how it relates to the environment in which it operates. It is also the means by which a company can identify its own strengths and weaknesses as they relate to external opportunities and threats. It is thus a way of helping management to select a position in that environment based on known factors.
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© 1995 Mike Meldrum and Malcolm McDonald
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Meldrum, M., McDonald, M. (1995). Auditing a Market. In: Key Marketing Concepts. Palgrave, London. https://doi.org/10.1007/978-1-349-13877-7_15
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DOI: https://doi.org/10.1007/978-1-349-13877-7_15
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-64563-5
Online ISBN: 978-1-349-13877-7
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