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- Publisher
- Springer Journals
- Copyright
- 1991 Academy of Marketing Science
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/BF02726500
- Publisher site
- See Article on Publisher Site
Abstract
Abstract The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a servives marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Jun 1, 1991