A study examined the use of marketing audits and analysed the 216 answers received to a questionnaire sent to larger business organizations in Australia. The study found that: 1. About 33% of the respondents indicated that they used the MA periodically, and the methods used in conducting the MA were the self-audit (74%), followed by the company task force audit (33%) and the outside audit (31%). 2. The MA was mostly used mostly to evaluate marketing goals, strategies, action programs, the extern...

BPIR Categories

4.1.4 Develop & implement marketing strategy
11.4.1 Design/conduct internal/external audits
14.1.1 Design & deploy performance measurement system

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