Marketing Audit

A review of an orga­nization’s marketing capabilities based on a structured appraisal of a marketing department’s internal strengths and weaknesses, which helps the company decide how best to respond to external opportunities and threats. Sales are analyed, the effectiveness of the *mar­keting mix is assessed, and, externally, the *marketing environment is moni­tored. When the marketing audit has been completed, a *marketing plan is drawn up based on its results.