Model of Measuring Marketing Effectiveness Using Marketing Audit Approach: Literature Review

Abstract

This present research aims to determine the construction of marketing audit for SME, Specifically the constructs are carried out through qualitative methods based on literature review of the concepts and measures of marketing effectiveness by revealing the existing constraints and reviewing conceptual model for marketing audit that suitable for SME. There is still debate on the most appropriate model for measuring the effectiveness of marketing, about definitive classification criteria have not been agreed. This article formulates proposals attempting to contribute filling this gap: first of all, we listed the literature revieuw and make a comparison and development between the preliminary review with the SMEs sector. Based on the preliminary review, it was found the initial understanding of marketing audit which was later strengthened by in-depth interview and coding process until the construction of marketing audit for SMEs was found. Therefore, the research adopts a qualitative approach (by interview) to provide a further understanding of the most importan things indicator and dimesion for measure and to know the perception of owner business about how they measure the effectiveness of marketing in their business and what the major things to improve for Business growth. Secondly, to map those identified issues with a corresponding objective and subjective aspects of marketing audit. As a result, this could set the dimesions for measure the effective marketing and resolving issues for enhancing the system that we call e-marketing audit.

Briefly findings of this study suggest that: the common problems of the SMEs are related they dont know how to measure the effectiveness of marketing and they dont have the data. Another noteworthy point is that from the SMEs perspective, they are less effective in making the audit. 6 major components of marketing audit, there are: Audit of marketing environment, Audit of marketing strategy, Audit of marketing organization, Audit of marketing systems, Audit of marketing productivity, Audit of marketing functions.