نموذج مفاهيمي للعوامل المؤثرة في تطبيق عملية المراجعة التسويقية في مجال الصناعة الفندقية

Abstract EN

The marketing audit, which is an essential step, precedes the elaboration of the strategy; as well as being one of the important methods of performance evaluation, and control of marketing activities.

Hence, this research aims to develop an integrated vision and proposition of a conceptual framework for the practice of marketing audit in the hotels through the inclusion of the most important factors in controlling the application of this process.

Managerial implications are explored and future research directions are also identified