The Factors Affecting on Marketing Audit and It's Role in Marketing Performance of Eghtesad Novin bank
Article Type:
Research/Original Article (بدون رتبه معتبر)
Marketing audit as an optimal method for analysis, evaluation and improving marketing activities, has rarely been used by marketing managers due to lack of transparency and enough practical and feasible results. But different studies indicate that the benefits of its executing impact on marketing managers’ perceptions and their abilities in shaping the performance. This raises for researchers the question that whether and how marketing audit aid in creating strategic value for the organization, and this issue has to be analyzed. In this regard, Eghtesad Novin Bank, as one of the first pioneering banks, intends to use marketing audit as a new tool in performance evaluation of its marketing section. The purpose of this study is to investigate the determinants of marketing audit, current situation of marketing audit and proper solutions for development of marketing audit in Eghtesad Novin Bank. The population of this study is all the personnel of marketing section, micro and corporate marketing of Eghtesad Novin Bank and the sample size is 420 people that have minimum familiarity with marketing terms and have at least 3 years experience in the profession of marketing. The data has been analyzed using SPSS and LISREL software. The results indicate that environmental munificence has an indirect relationship with marketing audit and, environmental dynamism and business strategies have a direct relationship with marketing audit and this factor has a positive and direct relationship with marketing performance.
Journal of Advanced Research in Accounting and Auditing, Volume:2 Issue: 3, 2017
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