This is the final part of a complete marketing audit. As I mentioned in my previous articles, 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. A marketing audit is also important when analyzing: The Marketing Organization The Marketing Systems …

Do you know as much about your own marketing strategy and operations as you should? This is your opportunity to put your own marketing under the microscope – the internal marketing audit takes a close examination of your current business situation and how your marketing affects each area of it.

Being subject to many forces over which they have limited control: government economic policy, attitudinal changes among consumers and the development of new technology, to name a few. Environmental analysis examines such forces to predict the environment in which a business will need to execute their marketing strategy.

A very important step in shaping marketing strategy is to audit the marketing function and related strategy. Such auditing practices are not common to many organisations that decide on a marketing plan and budget without measuring the performance of their previous and current activities. Marketing accountability demands from marketers to be able to effectively measure …