marketing audit

an analysis of either the external marketing environment or a company’s internal marketing goals, objectives, operations, and efficiency. An external marketing audit covers issues such as economic, political, infrastructure, technological, and consumer perspectives; market size and structure; and competitors, suppliers, and distributors. An internal marketing audit covers aspects such as the company’s mission statement, goals, and objectives; its structure, corporate culture, systems, operations, and processes; product development and pricing; profitability and efficiency; advertising; and deployment of the sales force.

The ultimate business dictionary. 2015.

Look at other dictionaries:

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  • 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… …   Big dictionary of business and management

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  • audit — / ɔ:dɪt/ noun the examination of the books and accounts of a company ● to carry out the annual audit …   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

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  • 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

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