What Is A Marketing Audit?

What Is A Marketing Audit?

A marketing audit is a comprehensive, systematic,independent and periodic evaluation of a company's marketing assets. It is a effective tool in reviewing the competence of a marketing strategy, analyzing the objectives, policies and strategies of the company's marketing department as well as the manner and the means employed in attaining these goals.

Because of the constantly varying business environment, marketing audit is frequently required, not only at the beginning of the planning process.

Marketing audit on a regular basis is a strong reference point, reflecting evolution in external business environment, internal experience and strategy development.
The marketing audit focuses on three key headings:

1. The external marketing environment
2. The internal marketing environment
3. Evaluation on the current marketing plan