A marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s environment, its objectives, strategies, and activities. It is performed to identify problem areas, opportunities, and recommend an action plan to improve the company’s marketing performance.
Unlike a simple marketing audit, which only monitors current results, an audit is more comprehensive and proactive. It covers all aspects of the marketing function (including the macro and micro environments) and is performed by an external, independent party to ensure objectivity.
