The marketing audit literature does not adequately reflect
the development of the services marketing field in recent
years. This article makes a case for a services marketing
audit, presents a framework for conducting such an audit,
and discusses the lessons learned from a field test of the
framework.
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3.
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4.
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5.
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6.
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7.
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8.
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9.
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10.
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11.
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12.
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13.
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14.
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15.
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16.
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17.
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18.
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20.
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21.
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22.
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23.
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24.
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25.
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26.
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27.
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28.
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29.
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30.
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31.
Mokwa, Michael P.1986. "The Strategic Marketing Audit: An Adoption/Utilization Perspective." The Journal of Business Strategy6 (Spring): 88-95.
32.
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33.
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34.
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35.
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36.
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37.
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38.
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39.
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40.
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41.
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42.
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43.
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44.
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45.
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46.
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47.
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48.
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