The Marketing Audit-A Starting Point for Strategic Planning

Authors

  • John L. Crompton
  • Charles W. Lamb

Keywords:

Strategic marketing planning, marketing audit, recreation and parks

Abstract

Recreation and park agencies are increasingly recognizing the importance of marketing. Some are beginning to develop strategic marketing plans.  This article briefly defines and discusses stragetic marketing.  It then provides a more in-depth overview of the marketing audit process, which is the first stage in strategic marketing planning.  A comprehensive audit outline is included.

Published

1986-01-04

Issue

Section

Regular Papers