Abstract

OQUENDO LOZA, Sergio. Marketing audit as a tool for evaluating business strategies of companies. Fides Et Ratio [online]. 2016, vol.11, n.11, pp.181-199. ISSN 2071-081X.

This research lies mainly in knowing and applying the marketing audit in companies, to evaluate the business strategies and determine whether they meet the marketing goals and objectives posed at the beginning of each period. For this study was made a review of the literature, because in Bolivia this type of audit is not practiced.

Keywords : Audit; marketing; strategy; business.

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