Marketing Audit: A Systematic and Comprehensive Marketing Examination
Abdullah Al Fahad, Abdur Rahman Al Mahmud, Robel Miah, Ummay Hani Islam
Index Terms: Marketing audit, marketing audit process ,Marketing performance, Marketing plan evaluation, Marketing concept, components, prerequisites
Abstract-The growing complexity of the current market environment needs a more systematic evaluation process that how organizational marketing performance deals with the dynamic market. This paper point out the benefit of marketing audit to deals with systematic evaluation of plans, objectives, strategies, activities and organizational structure as well as marketing staff. Recent study has portrayed a broader conceptualization of effectiveness of using marketing audit. Through this paper we want to bring into focus the broad and different aspects of marketing audit that can help the organization its strength and weakness. The paper suggests that marketing audit should use as a mechanism to evaluate the entire marketing system.
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