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CHARACTERISTICS OF MARKETING AUDIT


CHARACTERISTICS OF MARKETING AUDIT

1. Periodic: Marketing audit should be conducted regularly and not just merely at the time of crisis. In all situations marketing audit can benefit the companies to improve the situation.

2. Comprehensive: Marketing audit extents to all the marketing activities of the company. If it confines to only few activities, it would be called functional audit. Although functional audit is useful, sometimes is may mislead to management, as it may not be able to detect the root cause of the problem.

3. Independent: Although marketing people from within the company can conduct marketing audit. However, there will be more predictability, and objective if it is conducted by an independent and experienced consultant.

4. Systematic: The marketing audit is a systematic examination of organisation’s environment, strategies and objectives. The audit indicates the most needed improvement, which can be incorporated in the short and loge term improvement plans to improve marketing effectiveness.

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