Marketing-Audit – Eine systematische, kritische und möglichst vollständige Analyse des gesamten Marketing. Das Marketing-Audit bezieht die regelmäßige Revision von Marketingzielen und Marketingstrategien sowie Maßnahmen ebenso ein, wie die Marketing planning, Marketing control und Marketingorganisation.
The aim is to identify weak points and undesirable developments as early as possible and systematically, which can be found in the design of the marketing system and in the marketing processes.
The marketing system audit includes an examination of the basic organizational system for marketing planning and marketing control, the marketing information systems and the marketing planning and control instruments.
The marketing audit accompanying the process consists of a strategy audit and a marketing mix audit. The marketing audit begins with the data collection by the marketing auditor. This is followed by a presentation of the results and suggestions. The next step is to make changes in the marketing system or process (market research).