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Principles of Marketing - Philip Kotler

Strategic control

From time to time, companies need to make critical assessments of the effectiveness of their marketing in general. Marketing - is the realm of rapid obsolescence problems, policies, strategies and programs. Each company should periodically reassess its overall approach to the market, taking advantage of this technique, known as auditing marketinga13. We define marketing audit as follows:

Revision Marketing is a comprehensive, systematic, fair and regular study of the marketing environment of the company (or business unit), its objectives, strategies and operational activities in order to identify emerging challenges and opportunities and the issuance of recommendations for an action plan for improving the marketing activities of the company.

Marketing Auditor should be given full freedom to conduct interviews with managers, customers, dealers, commercial travelers and other persons who may throw light on the state of the marketing activities of the company. Below is a sample list of questions that may ask the marketing Auditor. Not all of them are important in a given situation. On the basis of collected through these issues of information the auditor to draw some conclusions and give recommendations. Sometimes the findings may surprise or even shock environment management. Then decide guide which recommendations appear to be most rational, as well as how and when to implement them.