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An audit plays a vital role in imparting knowledge about the market and its
environment. It is a tool for recording and analyzing information. The audit
for recording, analyzing, and measuring the performance of the company’s
marketing activities is called marketing audit.
Marketing audit has two variables namely the external audit and the internal
audit. The marketing performance of an organization is gauged in terms of
its market share, profitability, and growth of sales. The marketing
effectiveness depends on the customer philosophy, marketing orientation,
marketing information, strategic orientation, and operational efficiency.
An effective audit should be systematic, comprehensive, independent, and
periodic. A marketing audit has six components: the marketing environment
audit, marketing strategy audit, marketing organization audit, marketing
systems audit, marketing productivity audit, and marketing function audit. |
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Short Case Studies / Caselets