© 2006 Elektra Associates

PRACTICAL MARKETING HELP

FOR SMALL BUSINESSES &

NOT-FOR-PROFITS, CHARITIES & SOCIAL ENTERPRISES

The marketing audit should be the starting-point for all managerial action in marketing.

Professor Philip Kotler (the marketers’ favourite guru) defined the marketing audit in 1977 as ‘a systematic examination of an organisation’s marketing objectives, strategies, organisation and performance’. Its purpose is to identify under-used marketing resources and make recommendations for using them more effectively.

Given that purpose, the marketing audit may be compared to an accountancy audit.

However, there are differences:

• Marketing audits are not statutory nor conducted in accordance with publicly accepted principles as found in accounting.
• Marketing audits focus on improving future performance not just auditing historical or current practices.

A marketing audit will ask questions in the areas of:

1. Your business and the corporate environment

2. Marketing metrics used in your organisation

3. Market mapping (size/dynamics and routes to market)

4. How you practice marketing

5. How you are organised for marketing

Assess your marketing with this top-line marketing audit template. (PDF download 59KB).

Contact us is you are interested in a full marketing audit of your organisation.

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