Are There Any Reasons Why Marketing Cannot be Audited in the Same Way as Financial Accounts?

The strategic control, defined as “the process by which managers ensure that resources are used effectively and efficiently in the accomplishment of organisational objectives” (Keegan, 1999), should be seen as a powerful engine of the company’s strategic choices. This process is also the way companies are able to set and move forward the process of marketing planning. Assuming that the strategic choices are correct, it is important to verify if there is coherence in relation …showed first 75 words of 2163 total…

…showed last 75 words of 2163 total…audit. Unfortunately still too many companies use the marketing audit as an analytical tool. The result of this attitude is a great waste of resources along with the missed objective of the strategy implementation. If the organisation’s managers are flexible enough to see the marketing audit as a true and complete instrument, for the continuing marketing strategy improvement and development, they will understand their business and the path to follow to achieve better results.