The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

The Marketing Audit

The marketing audit

The marketing audit is the checklist by which managers can develop an overall view of the organisation's current position regarding its marketing activities.

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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