Marketing audit

« Back to Glossary Index

It is a study that precedes the development of a company’s marketing plan. Taking the form of an analysis, this procedure consists of evaluating and controlling the performance of a company’s marketing department. Properly carried out, the audit allows the implementation of corrective measures necessary to achieve the marketing objectives set by the company. It also helps to identify areas of opportunity, as well as problem areas of the company. Carried out by one or more consultants, the marketing audit includes, in addition to the established diagnosis, recommendations to improve the company’s marketing strategies.