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All Journal Jurnal Manajemen Dayasaing Cetta: Jurnal Ilmu Pendidikan JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) JRB-Jurnal Riset Bisnis MABIS: Manajemen dan Bisnis Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton Jurnal Manajemen Maranatha Jurnal Ecoment Global: Kajian Bisnis dan Manajemen Accounting and Management Journal EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Patria : Jurnal Pengabdian Kepada Masyarakat Community Empowerment
Ariesya Aprillia
Maranatha Christian University, Bandung
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences Other

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Journal : MABIS: Manajemen dan Bisnis

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IS THERE ANY ROOM FOR INNOVATION IN THE MARKETING AUDIT? Boedi Hartadi Kuslina; Ariesya Aprillia
Journal of Management and Business Vol 6, No 2 (2007): SEPTEMBER 2007
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (9856.304 KB) | DOI: 10.24123/jmb.v6i2.107

Abstract

Marketing audit has been evolved since 1950’s to the present. Every decade had its own improvement in its essences, objectives, methods and applications. The audit, however, has many challenges in present and future as it facing different marketing environment, marketing practice and development of other sciences. Some issues have to answer such environmentalism, ethics, change in information technology, culture challenges, strategic management, the use of technology in marketing, value based marketing, multiple products and strategic business units, resource based valuation, scorecards, etc. Marketing audit needs to have some adaptations, could be in the essence, methods and applications. This essay is a literature review regarding marketing audit in the view of methods and applications. The objective of the essay is to stimulate some ideas to innovate the marketing audit.
Co-Authors A. Rinny Maharsi Agatha Evania Alanarima Agus Aribowo Alfredo Ezra Amadeus Allen Kristiawan Anny Nurbasari Arie Danu Subagja Asni Harianti Boedi Hartadi Kuslina Cen Lu Chandra Kuswoyo Exsel Kristianto Sutrisno Hadi Nasbey Henky L. Suwarno Ida Ida Ika Gunawan Jason Marchel Christanto Jessica Agrippina Fedora Kartika Imasari Tjiptodjojo Kezia Kurniawati Maya Malinda Michelle Thiono Nonie Magdalena Nonie Magdalena Nonie Magdalena Nur Nur Rafdhi Wira Oktavius Pelawi Robby Tan Rony Setiawan Rony Setiawan Rony Setiawan Rony Setiawan Rully Arlan Tjahyadi Surya Setyawan Vinsensius Vinsensius Yolla Margaretha