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- Title
Antecedents and consequences of marketing audits: Empirical evidence from Taiwanese firms.
- Authors
Wen-Kuei Wu; Hui-Chiao Chen; Yi-Xiu Huang
- Abstract
The purpose of this study is to develop and test a model of antecedents and consequences for marketing audits (MAs). The research used a mail survey and a partial least square (PLS) method to test the hypotheses. Drawing on a sample of Taiwanese firms, the results show that (a) a greater environmental munificence indicates that less MAs are implemented, (b) a proactive business strategy contributes significantly to the implementation of MAs, (c) MAs can contribute significantly to marketing performance, and (d) MAs mediate the relationship between environmental factors and marketing performance.
- Subjects
TAIWAN; MARKETING audits; BUSINESS enterprises; MAIL surveys; LEAST squares; BUSINESS planning; CUSTOMER relations
- Publication
Asia Pacific Management Review, 2015, Vol 20, Issue 3, p156
- ISSN
1029-3132
- Publication type
Article
- DOI
10.1016/j.apmrv.2014.09.001