Book Review: Practical Marketing Audits

Analyzing and Improving Marketing Performance (1959), Report No. 32, New York: American Management Association.

Beik Leland L. , and Buzby Stephen L. (1973), “Profitability Analysis by Market Segments,” Journal of Marketing, 37 (July), 48–53.

Crissy W.J.E. , and Kaplan R.M. (1963), “Matrix Models for Marketing Planning,” MSU Business Topics, 11 (Summer), 48–54.

Feder Richard A. (1968), “How to Measure Marketing Performance,” in Readings in Cost Accounting, Budgeting, and Control, 3rd ed., Thomas W. Jr. , ed., Cincinnati: Southwestern Publishing Co., 659–668.

Grashof John F. (1978), “Conducting and Using a Marketing Audit,” in Readings in Basic Marketing, rev. ed., McCarthy E.J. , Grashof J.F. , and Brogowicz A.A. , eds., Homewood, IL: Richard D. Irwin, Inc., 347–358.

Horngren Charles R. (1967), Cost Accounting: A Managerial Emphasis, Englewood Cliffs, NJ: Prentice-Hall, Inc.

Kotler P. , Gregor W. , and Rodgers W. (1977), “The Marketing Audit Comes of Age,” Sloan Management Review, 18 (Winter), 25–43.

Sevin Charles H. (1965), Marketing Productivity Analysis, New York: McGraw-Hill Book Co.

Wind Yoram , and Claycamp Henry J. (1976), “Planning Product Line Strategy: A Matrix Approach,” Journal of Marketing, 40 (January), 2–9.