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 language||English (US)|
|Number of pages||19|
|Journal||Sloan Manage Rev|
|State||Published - Jan 1 1977|
ASJC Scopus subject areas