Marketing audit research

Author: Xie Huobao
Publisher:
Publish Date: 2003-09-01
Features: People who are proficient in marketing theory but helpless in marketing practice must never forget: marketing audit is an effective system that transforms marketing theory into marketing practice. To improve your performance and that of your organization, focus on and implement marketing audits. A marketing audit is an evaluation and control activity that is authorized or commissioned by the entrepreneur of a business, aiming to improve the overall marketing management performance of the enterprise. It uses marketing strategy, plans, budgets, systems, historical performance indicators of the company, competitor indicators, indicators of leading companies in the industry, and the second benchmark of industry averages as standards. By collecting, organizing, and analyzing relevant evidence, it conducts a comprehensive, systematic, independent, and regular evaluation of the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity, and functional areas of the entire enterprise or business unit.