Marketing Audit Implementation Criteria: Applying the Analytic Hierarchy Process (AHP) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) Methodology
The purpose of this study is to evaluate and develop a model of marketing audit (MA) implementation criteria. This study appears to be one of the first papers to focus on the use and contribution of analytic hierarchy process (AHP) on the marketing audit implementation criteria. Based on eight practical marketing experts’ opinions and evaluations from Taiwan, we conducted an AHP decision model for assessing the priority of marketing audits criteria for Taiwan’s small and medium enterprises (SMEs). Our study consists of two phases. In the first phase, we investigate the potential criteria of marketing audits implementation from literature. Then, in the second phase, we created an AHP model to determine the relative priorities of auditing criteria by accommodating both the objective and subjective judgments of the eight practical experts participating in this study. Our result indicates that the marketing strategy related standards and auditing criteria appear to be the top priority while implementing MA and the following are marketing environments, marketing organization, marketing system, marketing productivities and marketing functions audits. In addition, from the perspective of cause-effect relationship, the marketing environments, organization, strategy and system audits appear to be the causes of the marketing function and productivity audits. This study also proposes some suggestions for the decision making of practical hierarchical marketing audit criteria.
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Document Type: Research Article
Affiliations: Department of Business Administration, Chaoyang University of Technology, Taiwan, ROC
Publication date: July 1, 2018
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