The Strategic Marketing Audit: An Adoption/Utilization Perspective

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Abstract
Marketing is innovative thinking and inventive doing for many organizations. Most noncommercial organizations and small businesses are exploring formal marketing concepts and methods for the first time. Industrial and high technology companies are becoming more sensitive to their customers and competitors and, therefore, to marketing efforts. Environmental uncertainty and pressures have challenged conventional practices in traditionally marketing‐oriented industries such as retailing and packaged goods.

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