Latest Publication

" Marketing Audit Handbook "

Authors : Yuichi Ito, Yoshitomo Tanaka,
Published by Japan Management Association Management Center
in September, 2005, JPY2,800 plus tax

This is the first book ever published in this area in Japan.

Table of Contents

Chapter 1: What is Marketing Audit ?

Section 1: Every marketing activity has its own cost

Section 2: Various approaches to marketing audit

Chapter 2: Two Aspects of Marketing Audit

Section 1: Assessment on marketing power potential

Section 2: Marketing audit program

Chapter 3: Performance Indicators for Marketing Assessment

Section 1: Strategic indicator

Section 2: Assessment on marketing mix

Section 3: Indicators for product

Section 4: Indicators for price

Section 5: Indicators for off-line communication

Section 6: Indicators for on-line communication

Section 7: Indicators for distribution

Case Studies:

1) Marketing assessment at “J” corporation

2) Marketing audit at “R” corporation

Total: 245 Pages.
Available only in Japanese