The Marketing Audit: A Metrology and Explanation

Abstract

The marketing audit is widely accorded an important diagnostic role in the marketing management process. In theory, it should represent the starting‐point for most considered courses of managerial action in marketing. Yet, in practice there is some confusion, not only about the general process by means of which to perform the audit in particular organizations and on what issues it should focus, but also about the thinking processes that underpin the audit methodology. Attempts to throw some light on those matters. Looks at the design of marketing audits and provides a set of guidelines to help to make the audit process more effective.