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This question has been answered, and points have been awarded.
Services Firm Marketing Audit
Posted by Anonymous on
8/18/2005 at 1:28 AM ET
hi! i was just wondering exactly what a marketing audit looks like?!? HELP!
8/18/2005 at 3:12 AM
or search the past questions for more info
8/18/2005 at 8:45 AM
This question has been asked before and here are two very detailed good answers:
In particular, see the answer by Amir and the link to St. Cloud State - this is an excellent outline.
Hope this helps.
8/21/2005 at 4:44 PM
Jacinta, it sounds like you want to see a final report, all finished and ready to roll. In truth, you'll be hard pressed to find that, but obviously will not have a problem finding checklists and descriptions of what the components should be.
As for layout, it should be in the form of a report -- table of contents included, started with an executive summary, going into a sectional description of what the current situation is, then your final section on recommendations.
The areas to audit (as you will most likely see from the various links above) vary. Some audits covering marketing operations and infrastructure as well as marketing processes, integrated communications, cross-departmental effectiveness, and strategic value. The depth of the audit really needs to be based on the goal of the audit and what is relevant and meaning to your company.
If you know how to write a corporate-style report that includes summary, situation analysis, and recommendations, then you know the format for a marketing audit as well.
The report writing is easy. Understanding the goal, and planning your focus, research methonds and completing the analysis takes time -- and that is true of any analysis report.
So look at other reports that follow this structure. They will be helpful to you. And if you want to know every possible thing that COULD be included in a marketing audit, see Philip Kotler's book
Kotler on Mareting
-- it includes a good section and a lengthy exhibit on the components of a marketing audit.
5/31/2009 at 1:55 AM
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