营销审计对企业营销绩效影响的实证研究被引量：5

An Empirical Study on the Effect of Marketing Audit on Marketing Performance

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摘要基于制造企业的营销现状,实证研究了营销审计对企业营销绩效的影响,通过构建多元回归模型,对营销审计整体及各要素影响营销绩效的线性和非线性关系进行了验证,表明了整体的线性关系,提出结果控制对营销管理呈现正向的线性关系,而过程控制对营销管理呈现一定的影响,影响与控制的程度有关等结论。这一发现对提高营销审计的结论及控制的信度和效度有重要的理论和实践指导意义。 This paper did empirical analysis about the effect of marketing audit on marketing performance through samples of manufacturing enterprises. Through the establishment of plural regression model, and the validation of linear and non-linear relationship between marketing performance and marketing audit, it brings forward the linear relationship existing in the whole marketing audit, the positive linear relationship from outcome control to the sales management, the influence of process control on sales management, and the influence has something to do with the degree of control, and other conclusions. This finding is important for raising reliability and validity of marketing audit＇s conclusion and control in theory and practice.

作者富闽鲁汪波

机构地区天津大学管理学院

出处《北京理工大学学报（社会科学版）》 2007年第5期81-85,共5页 Journal of Beijing Institute of Technology：Social Sciences Edition

关键词营销审计营销绩效多元回归 marketing audit marketing performance plural regression

分类号 F713 [经济管理—产业经济]

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