Marketing Audit Approach
Sushil Kumar
July 17, 2006

Marketing Audit Approach

"A marketing audit is a comprehensive, systematic examination of a company's marketing organization, strategies, tactics, objectives, and activities. A marketing audit enables senior management to discover the organization's strengths and weaknesses in relation to opportunities and threats it faces in the marketplace, and pinpoint more effective uses for the available marketing resources" (Willson, 2003).
"Half the money you spend on marketing is wasted. The trouble is: you don't know which half." (William Lever founder of Lever Brothers, 1885 now Unilever PLC) Most companies wait until they see their sales and profits decline before they launch an examination of their marketing efforts and, by this time, they are scrambling for solutions. The best time to prepare for a potential downturn in sales is before it happens, while management can still act to maintain the company's hard won gains.......

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Title: Marketing Audit Approach
Approximate Word Count: 2211
Approximate Pages: 9 (250 words per double-spaced page)

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