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Presentation Outline
Definition of marketing audit The importance of marketing audit Marketing audit Procedure Marketing environment risk assessment Marketing Objectives and strategies audit Marketing organisation audit Marketing systems audit Marketing functions audit Audit Checklist of a marketing audit CONCLUSION
Audit shortcomings
Normally confused as to what to audit in marketing dept. More inclined to assurance than consulting assignments. No proper risk assessments for the organisational departments.
leave to the marketing department.David Packard all employees and departments must think and act in the interests of customers all departments must be pointed to the same goal of producing customer satisfaction at a profit. Therefore, marketing audits need to be expanded to include an appraisal of organization-wide attitudes toward customer participation and responsibility or The extent to which the marketing program was marketed internally and bought into by top management and nonmarketing executives.
As internal auditors , we demonstrate value by concentrating on those areas, LIKE MARKETING, that ensure success of our organisations