Case Study: Showpo
Please answer the following questions from the Showpo case in chapter 17 of the Business-to-Business Marketing Management text (p. 438):
1. What would be the principle difficulties in carrying out a marketing audit at Showpo?
2. How might Showpo measure its marketing effectiveness?
3. What controls does Showpo appear to favor?
Course material:
Blythe and Zimmerman (2021) Business-to-Business Marketing Management: A Global Perspective, Routledge Publishing.