The Marketing Audit Handbook: Tools, Techniques & Checklists to Exploit Your Marketing Resources

Front Cover
Kogan Page, 2002 - Business & Economics - 294 pages
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.

What people are saying - Write a review

We haven't found any reviews in the usual places.

About the author (2002)

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.

Bibliographic information