The Cases Research Of ChangHong’s Marketing Auditing

Along with China’s booming market economy, there comes the use of Marketing auditing due to the regularity for marketing management. However, China’s Marketing auditing stands at a relatively lower stage and progress very slow because the lack of local theoretical guidance as well as practical cases. In order to provide some practical experience for China’s specific Marketing auditing progressive path, this paper discussed Changhong’s Marketing auditing practice in different period from the perspective of it’s property, it’s method as well as it’s impact on company’s marketing behavior. The short history of China’s Marketing auditing and the corresponding result of lack of theoretical guidance, this paper concentrate mainly on practical case instead of theory, which make this paper distinguishable.