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

✍ Scribed by Aubrey Wilson

• Publisher: Kogan Page
• Year: 2002
• Tongue: English
• Leaves: 469
• Category: Library

✦ Synopsis

This unique book offers practical, down-to-earth, immediate assistance to marketing and sales departments. Aubrey Wilson guides the reader out of long-term, formal strategies and jargon into a comprehensive and straightforward analysis of how to get the most from the marketing audit. The HANDBOOK includes: 1) a complete guide to key marketing audit questions and practical solutions 2) guidance on how to identify no-cost and low-cost marketing and sales techniques 3) detailed checklists, backed up with examples and case histories to illustrate application. This crucial text brings together tools, checklists and techniques to enable the reader to put together internal marketing audits that are applicable to any organization. The Marketing Audit Handbook has been developed over many years and comes from one of the most creative and challenging authorities in the field of business to business marketing.

✦ Table of Contents

Contents......Page 8
The marketing audit......Page 14
How to use the checklists......Page 20
List 1 Marketing strategy and planning......Page 26
List 2 Product/service range......Page 44
List 3 The service element in marketing......Page 56
List 4 Company performance......Page 70
List 5 Export marketing......Page 86
List 6 Marketing information: systems and......Page 112
List 7 Market size and structure......Page 128
List 8 Future market......Page 138
List 9 The salesforce and its management......Page 146
List 10 Customer care and support staff’s......Page 180
List 11 Cross-selling and internal marketing......Page 190
List 12 The agency system......Page 202
List 13 Non-personal promotion: methods......Page 218
List 14 The distributive system......Page 244
List 15 The buying process......Page 260
List 16 Analysing lost business......Page 274
List 17 Introducing new products/services......Page 284
List 18 User industries......Page 304
List 19 Key customer marketing......Page 322
List 20 Competitive intelligence......Page 338
List 21 Physical distribution and packaging1......Page 362
List 22 Industry contacts......Page 372
List 23 Pricing......Page 380
List 24 Images and perceptions......Page 394
List 25 Quality in marketing......Page 406
List 26 Non-differentiated products and......Page 418
List 27 Service businesses......Page 430
List 28 Product/service financial information......Page 444
Conclusion......Page 458
Index......Page 460