How to Assess and Improve Your Marketing Investment | MARKETING AUDITS
A marketing audit is particularly useful to establish a strategic program for companies that lack a formal marketing planning or evaluation process. Since the audit compares results with expectations, it is necessary to do some groundwork before proceeding with metrics and a tracking program. The starting point is the marketing audit.
The audit is a complete review of marketing strategy and tactical plans. The audit can be used to initiate a formal marketing planning process and program, and then can be repeated on a periodic basis. Most marketing audits can be performed annually, or may extend out for –three- to five-year periods.