1. Marketing Audit
• The marketing audit is a
comprehensive, systematic, independent, and
periodic examination of a company’s
environment, objectives, strategies, and
activities to determine problem areas and
opportunities. The audit provides good input
for a plan of action to improve the company’s
marketing performance.

2. • The marketing audit covers all major
marketing areas of a business, not just a few
trouble spots. It assesses the marketing
environment, marketing strategy, marketing
organization, marketing systems, marketing
mix, and marketing productivity and
profitability. The audit is normally conducted
by an objective and experienced outside party.
The findings may come as a surprise – and
sometimes as a shock – to management.
Management then decides which actions
make sense and how and when to implement
them.