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PARIDNYA- The MIBM Research Journal

Articles

Volume 7, Issue 1, September 2020

Research In Marketing Audit A Systematic Literature Review

Published
2020-09-25

Abstract

Marketing Audit as a concept has been hailed across the world as a highly useful tool for helping the overall marketing function. This article is a systematic literature review of research in marketing audit spread over two five-year periods, 2010-14 and 2015-19. The focus of the literature review was on the type of research – conceptual, empirical and mix. Using Google Scholar, 50 items of literature each, related to marketing audit, from the two periods were selected for analysis. Trends show that there is a shift in research interest from conceptual research to empirical research. Additionally, the research is becoming more and more specialized with country-specific and single-unit applications. It would be of interest to find out the reasons for this change.

Keywords

  • Marketing audit
  • Conceptual Research
  • Empirical Research
  • Systematic Literature

How to Cite

Palav, M. R., & Jagtap, S. D. (2020). Research In Marketing Audit A Systematic Literature Review. PARIDNYA- The MIBM Research Journal, 7(1), 1–25. Retrieved from http://www.mibmparidnya.in/index.php/PARIDNYA/article/view/155171

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