Philip Kotler*, William Gregor, William Rodgers

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

61 Scopus citations


A promising tool for evaluating and improving a company's marketing operations is the marketing audit. A marketing audit is an effort to assess the effectiveness and efficiency of marketing policies, strategies, practices, and procedures against the firm's opportunities, objectives, and resources. This article answers several questions frequently asked about the marketing audit: How does a marketing audit differ from other types of marketing review? What is the methodology of a marketing audit? Do marketing audits have to be conducted by outsiders to be useful? What are the major benefits of a marketing audit and what are the major limitations?

Original languageEnglish (US)
Pages (from-to)25-43
Number of pages19
JournalSloan Manage Rev
Issue number2
StatePublished - 1977

ASJC Scopus subject areas

  • Medicine(all)


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