營銷審計實施問題及對策探討——以HE集團為例.pdf

1、I目錄1引言.............................................................................................................................11.1研究背景和意義..............................................................................

2、.................11.1.1研究背景.................................................................................................11.1.2研究意義......................................................................................

3、...........11.2文獻綜述...........................................................................................................21.2.1國外研究現(xiàn)狀..................................................................................

4、.......21.2.2國內研究現(xiàn)狀.........................................................................................31.2.3國內外文獻評述.....................................................................................41.3研究方法......

5、.....................................................................................................61.4研究思路與論文框架.......................................................................................72營銷審計的理論概述........

6、.........................................................................................82.1營銷審計的內涵分析.......................................................................................82.1.1營銷審計的內容..................

7、...................................................................82.1.2營銷審計的程序.....................................................................................92.2營銷審計的理論基礎..........................................

8、...........................................102.2.1管理控制理論.......................................................................................102.2.2價值鏈理論.................................................................

9、..........................112.2.3行為科學理論.......................................................................................123營銷審計在HE集團的實施現(xiàn)狀...........................................................................14

10、3.1HE集團的基本情況.......................................................................................143.1.1HE集團的發(fā)展歷程.............................................................................143.1.2HE集團的經營現(xiàn)狀............

11、.................................................................153.2HE集團營銷審計的實施現(xiàn)狀.......................................................................153.2.1營銷環(huán)境審計的實施現(xiàn)狀................................................

12、...................153.2.2營銷戰(zhàn)略審計的實施現(xiàn)狀...................................................................173.2.3營銷管理審計的實施現(xiàn)狀...................................................................173.2.4營銷功能審計的實施現(xiàn)狀.............

13、......................................................193.2.5營銷績效審計的實施現(xiàn)狀...................................................................204HE集團營銷審計實施中存在的問題及原因分析.................................................234.1HE集

14、團營銷審計實施中存在的問題...........................................................234.1.1缺乏定期營銷宏觀環(huán)境審計...............................................................234.1.2營銷組織龐大、審計成本高...............................................