市场营销审计的演进和发展的理论基础

The Theoretical Fundaments of Marketing Audit

世界已进入产品极其丰富的时代,市场营销在企业经营活动中的重要性与日俱增,营销审计的作用也日显突出。在这样的背景下,本文着眼于市场营销审计的产生和发展,结合笔者近期对市场营销审计的思考和研究,从营销审计发展的五个重要阶段以及六大理论基础,阐述了市场营销审计--这一我国营销学界新命题的演进过程和理论基础。

In the age with abundant products, since marketing becomes more and more important, marketing audit plays a great role in the enterprise operation. On the condition, the paper states the generation and development, five stages and six theoretical basis of marketing audit. The author aims to introduce the development process and theoretical basis of the marketing audit, which is a new concept in China.