Are There Any Reasons Why Marketing Cannot be Audited in the Same Way as Financial Accounts
The strategic control, defined as ?the process by which managers ensure that resources are used effectively and efficiently in the accomplishment of organisational objectives? (Keegan, 1999), should be seen as a powerful engine of the company?s strategic choices. This process is also the way companies are able to set and move forward the process of marketing planning. Assuming that the strategic choices are correct, it is important to verify if there is coherence in relation to the changing markets, the economic conditions and the competitive behaviour.
The increasing speed and turbulence of the business environment and a shorter product life cycle are testifying the necessity, for every firm, to develop a critical review of the overall marketing goals and effectiveness. Waiting for problems to become evident or tragic situations to occur is the attitude of below-average companies and is likely to drive them out of the market boundaries. Firms have to implement a strategic control instrument that defines problems and offer possibilities and clues. The Marketing Audit ?a comprehensive, systematic, independent, and periodic examination of a company?s [?] marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve
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