A STUDY OF THE EFFECTIVENESS OF MARKETING AUDIT STRATEGIES IN INCREASING PROFITABILITY IN SELECT FINANCIAL SERVICE INSTITUTIONS IN PUNE CITY
Author: Dr. M.D.Lawrence
Category: Marketing Management
Abstract:
Marketing audit is a comprehensive, systematic, independent and periodic evaluation of a organization’s marketing asset and hence particularly as mentioned in the introduction during the post globalization era and with the global slow down and melting economics many financial service institutions have been facing a lot of financial stability, marketing growth and marketing development- Thus this study becomes very significant and relevant in present day times for- this study aims to review the competence of this marketing audit tool with a view to assess if financial service Institutions are applying the right, appropriate marketing audit strategies coupled with crucial marketing decisions. The study has also helped in analyzing the marketing strategies, weakness and future marketing opportunities for this financial Institutions to revive and maintain its marketing continuity and work towards attaining marketing share momentum growth and development.
