Authors: John Mylonakis
Addresses: International Board of Auditors, NATO, Boulevard Leopold III, 1110, Brussels, Belgium
Abstract: The need to exercise control within organisations was recognised by the earliest leaders of government and top managers of profit and non-profit companies. As a comprehensive review of a company|s marketing environment, the marketing audit identifies any inadequacies in overall marketing structures. It also identifies operational strengths and weaknesses and recommends the necessary changes to the company|s marketing strategies. The purpose of this article is to show that marketing audits, if done correctly, provide management with a useful and analytical tool for evaluating, measuring, motivating and revising management actions. To accomplish this task, specialised marketing auditors with distinct professional skills are required. These individuals will combine auditing skills with marketing competence, in accordance with fundamental auditing principles and marketing practices.
Keywords: marketing audit; auditing; internal audit; marketing planning; customer service audit; marketing strategies; marketing information systems.
International Journal of Technology Management, 2003 Vol.25 No.8, pp.814-825
Published online: 12 Jul 2003 *Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article