A Study of Enterprise Marketing Audit and Performance:Empirical Evidence from Taiwanese Firms

• Main Authors: Yi- Hsiu Huang, 黃意秀
• Other Authors: Wen-Kuei Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/54672367489018909870

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 98 === In this study, I examine antecedents and performance of marketing audit implementation. This study draws on the survey of the top 1000 largest companies in the manufacturing industry, the top 500 largest companies in the service industry, and the top 100 largest companies in the financial industry in Taiwan. The finding shows that the extent of implementation of marketing audit is correlated with the cognition of industry environment (e.g., the degree of uncertainty, competition and insufficient recource) and the business strategy taken by company. In addition, marketing audit activity also has significant and positive influence on the organizational performance, which means that the implementation of marketing audit activities will be helpful to the enhancement of the enterprise’s entire marketing and financial performance. The results clearly show that the implementation of marketing audit systems offers far better competitive advantages. Finally, some theoretical, managerial implications and future researches are also discussed. Keywords: Marketing Audit, Organizational Performance