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...Audit Marketing audit is an integral part of the marketing management process. As with other components of the business organization, the company's marketing plan should be periodically evaluated in order to assess its efficiency. According to the marketing guru Kotler (2003), marketing audit is "a comprehensive, systematic, independent, and periodic examination of a company's or business units marketing environment, objectives, strategies, and activities with a view to determining problems and opportunities and recommending a plan of action to improve the company's marketing performance." Thus, a marketing audit is seen as one essential aspect of strategic control.
Marketing audit... Marketing Audit...