The marketing audit handbook - Aubrey Wilson

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.