La auditoría de marketing

Synopsis of La auditoría de marketing

This book, titled 'The Marketing Audit: How to Move from Theory to Practice in Marketing', is a practical guide to understanding and applying the audit process in the field of marketing. Written by Malcolm H. B. McDonald and John W. Leppard, the book offers a detailed view of how to eliminate barriers to marketing planning, audit products, set objectives and strategies, and manage advertising, sales, and pricing. It also addresses the importance of marketing information and the effective implementation of a marketing plan.