Marketing Audit

Paper Summary:

Although many companies draft business plans which typically contain marketing plans, once the business plan is completed, it is often filed away never to be used again. The result is that the overall mission and vision of the organization is diluted and may even be lost as new employees come into the firm, and communication may well break down as employees lose their focus.

From the Paper:

"Introduction
Although many companies draft business plans which typically contain marketing plans, once the business plan is completed, it is often filed away never to be used again. The result is that the overall mission and vision of the organization is diluted and may even be lost as new employees come into the firm, and communication may well break down as employees lose their focus. When the business plan in general, and the marketing plan in particular, are treated as documents which offer day-to-day guidelines, they facilitate communication throughout the entire organization and help ensure that all employees understand and are working to accomplish the same corporate vision. This research undertakes to illustrate how a marketing audit conducted at Brown Industrial PLC could help alleviate some of the problems which the company has ..."

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