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The Marketing Audit
The marketing audit

The marketing audit is a method for assessing the current state of play with the firm's marketing. Like a financial audit, it aims to cover all the firm's marketing activities and develop an overall ‘snapshot’ of every aspect of the firm's marketing, as one of the first stages in developing a strategy. In simple terms, the audit tells us where we are now, so that we can plan on where we want to be and how to get there.

The audit is shown in Table 1.1 below. Working through each area in turn is a useful exercise for marketers, ...

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