Marketing Audits and Its Importance to an Organisation
Marketing Audits and its importance to an organisation
As of I am starting to write this essay, an historic and astonishing incident happened in US—Standard & Poors first time downgraded American Federal Bonds form AAA to AA+. Look at the messed up world economic picture--US is suffering from recession without any better signs, Europe is struggling with debt crisis, only growth engine China is also slowing down. We are facing the greatest uncertainty ever experienced before, as for economic society, walking away from this desperate situation needs to review history and find appropriate tools, from an organisation’s point of view, one of the effective tools is to seek for effective and regular marketing audits to cope with rapidly changing economic environment.
Definition and Purposes of Marketing Audit
The concept of marketing audit dated back to 1950s and evolved through application phase of 1960s, turbulent 1970s, growing period of 1980s and 1990s until now. The followings are several definitions of marketing audits:
“A comprehensive examination of an organisation’s marketing structure, programs and performance”----Peter Rix, Marketing-a practical approach
“Systematic, critical, rigorous and unbiased study of efficiency of all marketing activities within an organisation extending to evaluation of each and every functional objective and their effective coordination”----Brian Monger, Marketing in black white
“A periodic, comprehensive, systematic, and independent examination of the organisation’s marketing environment, internal marketing system and specific marketing activities”----Philip Kotler
The purposes of marketing audit are to find marketing opportunities, locate marketing issues, seek right short term and long term solution, which ensure the implementation of marketing plans or the revision of unreasonable plans to improve an organisation’s overall
As of I am starting to write this essay, an historic and astonishing incident happened in US—Standard & Poors first time downgraded American Federal Bonds form AAA to AA+. Look at the messed up world economic picture--US is suffering from recession without any better signs, Europe is struggling with debt crisis, only growth engine China is also slowing down. We are facing the greatest uncertainty ever experienced before, as for economic society, walking away from this desperate situation needs to review history and find appropriate tools, from an organisation’s point of view, one of the effective tools is to seek for effective and regular marketing audits to cope with rapidly changing economic environment.
Definition and Purposes of Marketing Audit
The concept of marketing audit dated back to 1950s and evolved through application phase of 1960s, turbulent 1970s, growing period of 1980s and 1990s until now. The followings are several definitions of marketing audits:
“A comprehensive examination of an organisation’s marketing structure, programs and performance”----Peter Rix, Marketing-a practical approach
“Systematic, critical, rigorous and unbiased study of efficiency of all marketing activities within an organisation extending to evaluation of each and every functional objective and their effective coordination”----Brian Monger, Marketing in black white
“A periodic, comprehensive, systematic, and independent examination of the organisation’s marketing environment, internal marketing system and specific marketing activities”----Philip Kotler
The purposes of marketing audit are to find marketing opportunities, locate marketing issues, seek right short term and long term solution, which ensure the implementation of marketing plans or the revision of unreasonable plans to improve an organisation’s overall