marketing audit

It is clear that the basic material to be input to the marketing audit should be comprehensive.

The most important method of evaluating the organization's total marketing effort is by employing a marketing audit.

The most comprehensive way of assessing the organization's marketing performance is by means of a marketing audit.

Marketing audit.

Even so, the first task of this annual process should be to check that the material held in the current facts book or facts files actually is comprehensive and accurate, and can form a sound basis for the marketing audit itself.

IDHEAP carried out 40 mandates in 2007: these were benchmarking missions, fusion of small towns and administrations, fiscal optimization, efficiency evaluations, organizational audit, satisfaction surveys, marketing audit, and organizational reengineering.

It is apparent that a marketing audit can be a complex process, but the aim is simple: "it is only to identify those existing (external and internal) factors which will have a significant impact on the future plans of the company."

A marketing audit is a systematic evaluation, carried out by independent personnel, of the external marketing environment, the organization's own marketing strategy, its marketing plans, its marketing mix, its cost effectiveness, and finally, its marketing organization (structure and personnel).