Difficulties in carrying out a marketing audit at showpo, Marketing Management

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Difficulties in carrying out a marketing audit at showpo

Case Study: Showpo

Please answer the following questions from the Showpo case in chapter 17 of the Business-to-Business Marketing Management text (p. 438):

1. What would be the principle difficulties in carrying out a marketing audit at Showpo?

2. How might Showpo measure its marketing effectiveness?

3. What controls does Showpo appear to favor?

Course material:

Blythe and Zimmerman (2021) Business-to-Business Marketing Management: A Global Perspective, Routledge Publishing.

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Marketing Management: Difficulties in carrying out a marketing audit at showpo

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