marketing audit

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 analysed, 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.

Big dictionary of business and management. 2014.

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  • Marketing Audit — Teilgebiet des ⇡ Marketingcontrolling. Kontinuierliche, inhalts und verfahrensorientierte Überprüfung der gesamten Marketing Management Entscheidungen; ausgerichtet auf die Früherkennung planungs und systembedingter Risiken und Fehlentwicklungen… …   Lexikon der Economics

  • marketing audit — / mɑ:kɪtɪŋ ˌɔ:dɪt/ noun an examination of the effectiveness of a company’s marketing plans …   Marketing dictionary in english

  • marketing — /mahr ki ting/, n. 1. the act of buying or selling in a market. 2. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. [1555 65;… …   Universalium

  • Marketing plan — A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of… …   Wikipedia

  • marketing plan — A detailed statement (usually prepared annually) of how a company s marketing mix will be used to achieve its market objectives A marketing plan is usually prepared following a marketing audit …   Big dictionary of business and management

  • Marketing Accountability Standards Board (MASB) — Marketing Accountability Standards Board Founded 2007 Motto . . . where marketing and finance align on measurement for reporting, forecasting and improving financial returns from buyers in markets . . . short term and over time. Website… …   Wikipedia

  • Marketing strategy — Marketing Key concepts Product marketing · Pricing …   Wikipedia

  • Marketing research — Marketing Key concepts Product marketing · Pricing …   Wikipedia

  • Marketing Politique — Le marketing politique est une variante de la politique de communication marketing qui consiste à promouvoir un homme ou un projet politique sur le modèle des techniques de marketing commercial. Il représente donc un ensemble de méthodes dont… …   Wikipédia en Français

  • Audit Bureau of Circulation — ˌAudit ˌBureau of Circuˈlation , Audit Bureau of Circulations abbreviation ABC noun MARKETING ORGANIZATIONS an organization which collects, checks, and publishes sales figures for newspapers and magazines: • The magazine had a circulation of… …   Financial and business terms

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