International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss


The Impact of Marketing Mix (4Ps) on Marketing Audit and Performance in Iranian SMEs
Mehrdad Alipour, Abbas Ghanbari, Seyed Mahdi Moniri

The marketing audit is the comprehensive assessment of all angles of marketing operation in an organization. This work needs systematic evaluation of plans, objectives, strategies, activities and organizational structure as well as marketing staff. The criteria to assess and audit the marketing in this study are marketing mix as product, price, place, and promotion. These four elements employed as independent variables of the study to recognize the impact of each marketing mix elements on marketing audit at the level of Iranian SMEs. The research is based on survey method and two structured questionnaire has been used. The sample fast was 100 while the Cronbach's Alpha is 91 out of 100. Marketing / sales managers, marketing experts were the universe of the study at Iranian SMEs. The results extracted from statistical analysis showed that there are impacts on marketing audit and performance through evaluation of each marketing mix elements.

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