An algorithmic framework for sustainable marketing audit and prioritization in consulting engagements: The PRISM-Bridge Model
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Abstract
Purpose: This paper develops a reproducible algorithmic protocol, the PRISM-Bridge Model, that converts comprehensive marketing audit findings into a transparent, sequenced, and measurable action plan in consulting engagements. Crucially, the framework explicitly embeds measurement readiness and strategic sustainability logic into prioritization decisions, aligning short-term corporate actions with Environmental, Social, and Governance (ESG) criteria and the United Nations Sustainable Development Goals (specifically SDGs 8, 9, and 12). Methodology: The study employs a conceptual-development design grounded in a structured synthesis of established research streams, including marketing audit theory, multi-criteria decision analysis (AHP), and sustainable business strategy. To validate the mechanics of the algorithm without overstating empirical claims, the framework is applied to an illustrative demonstration backlog of 30 typical digital marketing and consulting initiatives. Results: The proposed algorithm produces four interconnected deliverables: a structured intervention register, a weighted multi-criteria priority score (combining impact, effort, risk, dependency load, and sustainability alignment), a dependency-aware three-phase roadmap, and a constrained quick-win portfolio. Demonstration results confirm that the model systematically prevents the execution of initiatives that conflict with sustainable organizational development, while maintaining strategic breadth. Practical and Theoretical Implications: Theoretically, the study addresses a persistent integration gap by unifying audit diagnostics, multi-criteria prioritization, and sustainable execution into a single decision-and-delivery architecture. Practically, the PRISM-Bridge Model provides consulting teams with a reusable governance instrument that reduces arbitrariness in early project decisions, improves client explainability, and establishes a practical bridge between diagnostic audits and performance-oriented execution aligned with long-term sustainable development.
Sustainable Development Goals (SDGs): SDG 8: Decent Work and Economic Growth; SDG 9: Industry, Innovation and Infrastructure; SDG 12: Responsible Consumption and Production
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This work is licensed under a Creative Commons Attribution 4.0 International License.
This work (article) is licensed under a Creative Commons Attribution 4.0 International License.
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