Previous Chapter The Marketing Audit Next Chapter

  • Citations
  • Add to My List
  • Text Size

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, ...

Looks like you do not have access to this content.


Don’t know how to login?

Click here for free trial login.

Back to Top

Copy and paste the following HTML into your website