kotler22_basic_marketingmanagement課件-資料下載頁
2024-10-18 15:33本頁面
【正文】 skills 2215 The Control Process ? What do we want to achieve? ? What is happening? ? Why is it happening? ? What should we do about it? 2216 Types of Marketing Control ? Annual plan control ? Profitability control ? Efficiency control ? Strategic control 2217 Marketing Audit Comprehensive, systematic, independent periodic examination of a pany’s or business unit’s marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities, and remending a plan of action to improve the pany’s marketing performance. 2218 Characteristics of Marketing Audits (See Table ) ? Comprehensive ? Systematic ? Independent ? Periodic
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