MKTG 305 - Marketing Audit

Find information about the product marketing strategy

Jodi Shepherd

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Jodi Shepherd
MLIB 317
Subjects: Business, Economics

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The process

What level are you researching?

Step 1 - Analyze the competitive environment in IBISWorld industry reports. What factors do companies need to know to market the product?

Step 2 - Understand the company mission, values and product line from the web site; view the Annual Report to Shareholders for details about management strategy. Find SWOT reports and articles in Business Source Premier. Find competitors & do research about them.

Step 3 - Dig for brand and product level data in Academic, RKMA Handbooks, and trade journal articles in Business Source Premier.

(Note: Some Library sources do not include all products, brands & companies. Your professor will advise on how to address information gaps in your final paper.)


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