A Process Approach to a Marketing Audit
A Process Approach to a Marketing Audit

Summary/Abstract: This paper examines the problem of a marketing audit. The goal of the article is a scientific reflection on the model presentation of a marketing audit. Review of the marketing literature on a marketing audit presents various conceptual, structural This paper examines the problem of a marketing audit. The goal of the article is a scientific reflection on the model presentation of a marketing audit. Review of the marketing literature on a marketing audit presents various conceptual, structural or process models in a historical perspective. Yet, these proposals did not play a role significant enough to make auditing a widely used marketing control tool. That is why, authors presents an outline of the proprietary marketing audit model (in a process approach), which can stimulate its popularization in marketing management practice.

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