... especially ch. 7. Marketing Management, Millenium Edition Philip KotlerCustom Edition for University of PhoenixExcerpts taken from:A Framework for Marketing Management, by Philip KotlerCopyright ... services.3. Planning marketing programs. To transform marketing strategy into marketing pro-grams, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation. ... marketing performance.34The marketing audit examines six major marketing components:(1) the macroenvironment and task environment, (2) marketing strategy,(3) marketing organization, (4) marketing systems, (5) marketing...