Antecedents and consequences of marketing audits: Empirical evidence from Taiwanese firms

The purpose of this study is to develop and test a model of antecedents and consequences for marketing audits (MAs). The research used a mail survey and a partial least square (PLS) method to test the hypotheses. Drawing on a sample of Taiwanese firms, the results show that (a) a greater environmental munificence indicates that less MAs are implemented, (b) a proactive business strategy contributes significantly to the implementation of MAs, (c) MAs can contribute significantly to marketing performance, and (d) MAs mediate the relationship between environmental factors and marketing performance. (C) 2015 College of Management, National Cheng Kung University. Production and hosting by Elsevier Taiwan LLC. All rights reserved.