Planning, execution and control activities are essential for effective and efficient marketing management.   The Marketing Audit is a control procedure that is conducted to ensure that the goals contained in the Marketing Plan are being achieved.  In order to carry out a Marketing Audit, actual performance measures must be developed.  When deviations from the plan are discovered, the original Marketing Plan must be changed or additional attention must be given to the non-compliance areas.

The term Marketing Audit refers to a comprehensive review and appraisal of all Marketing functions.  It includes a systematic and non-biased review of the internal and external environments.  Some of the research procedures include the use SWOT, PEST and Five Forces Analyses.  Since the overall effectiveness of the marketing program is being evaluated, it is essential to use an independent consultant. 

While the audit is designed to avoid directing blame, some managers describe the process as upsetting.  This is because a good audit must document what is being done and why it is being done.  Before the audit begins, a meeting scheduled with the company’s officers to decide on the specific objectives.

In general, a marketing audit report will contain the following sections:

• Marketing Environment Analysis

• Marketing Strategy Analysis

• Internal Audit (internal resources, abilities, capabilities)

• Information System Audit (IS system capabilities, usage, limitations, data quality, etc.)

• ROI Audit (profitability of marketing activities)

• Marketing Mix Analysis

THE MARKETING ANALYSTS offers marketing audit services in some locations.  Use our contact form to receive additional details.