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The Marketing Audit Handbook: Tools, Techniques and by Aubrey Wilson

By Aubrey Wilson

This specific booklet deals useful, down-to-earth, fast counsel to advertising and revenues departments. Aubrey Wilson courses the reader out of long term, formal thoughts and jargon right into a entire and simple research of the way to get the main from the selling audit. The instruction manual comprises: 1) a whole advisor to key advertising and marketing audit questions and useful suggestions 2) assistance on tips on how to establish no-cost and inexpensive advertising and revenues options three) particular checklists, subsidized up with examples and case histories to demonstrate software. this significant textual content brings jointly instruments, checklists and strategies to let the reader to place jointly inner advertising audits which are appropriate to any association. the promoting Audit guide has been built over a long time and is derived from probably the most artistic and hard professionals within the box of commercial to company advertising and marketing.

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Additional info for The Marketing Audit Handbook: Tools, Techniques and Checklists to Exploit Your Marketing Techniques

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This important topic is restated in other lists and the answers should be compared. 24 Does our promotion emphasize these? 25 Can we undertake a cost-effectiveness exercise for the customer? 26 What are the principal features of our products/services? 27 Have we translated these into benefits, as seen by purchasers? 1, but the answers should be compared and aligned with those given to other questions. 28 Does our sales and promotional platform emphasize these benefits? 29 What are the deficiencies of the products/services?

Typical of such indirect marketing targets are OEM (original equipment manufacturers) accountants, standards institutions, trade associations, governmental and parastatal bodies, and consultants. These are as much a legitimate marketing target as the actual buying organization itself. 22 draw attention to this situation. 23 is of particular interest and comes up again in the same or different forms in several other places in the lists. All too often a product or service is simply quoted on the basis of what the customer pays.

Cross-selling and internal marketing, which is the subject of List 11, becomes less than effective unless everyone in the organization knows precisely the services that are available and the charge category. Because there will be frequent reference throughout the lists to the service backup, the various services that are referred to in the following section have been encapsulated in Appendix 3A for quick reference. 1 What backup services do we provide? 2 What criteria have been used for deciding whether to adopt or reject them?

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