Conducting a Marketing Audit
A marketing audit is a comprehensive examination of the marketing aspect of an offering or a company’s marketing department. It is intended to identify overlooked opportunities and problems areas and to recommend a plan of action to improve the company’s performance. An effective marketing audit should be comprehensive, systematic, unbiased, and periodic.
Comprehensive. A marketing audit should cover all major marketing activities of a business, not just a few trouble spots (these are covered by functional audits, which focus on a particular aspect of marketing activity, such as pricing, communication, or distribution). Although functional audits can be useful, they may be unable to accurately discern the cause-and-effect ...
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