THE IMPORTANCE OF THE MARKETING AUDIT

Today, marketing audits are one of the best working tools for analysing and correcting possible market deviations and, even more importantly, for discovering the areas of improvement on which to act and, in this way, increase the company’s profitability.

The marketing audit thus becomes the most beneficial option for potential investors. It is also a perfect tool for crisis situations, as it helps to solve them and to get out of them successfully. Jean-Jacques Lambin, Marketing Estratégico, Madrid, McGraw-Hill, 1991.

Obviously, marketing audits do not solve all the problems that may arise within a company, but they do provide a picture of the situation at the time that defines the lines of action to follow to face any threat that may appear in the future. In other words, they act preventively.

That is why the marketing audit should not only be carried out in times of crisis, but periodically and regularly, at least once a year, thus preventing market changes from catching us off guard.

At present and in our environment is still somewhat complicated to perform Marketing audit, however this issue has taken a huge boost in recent years as it has evolved along with the development of strategic marketing planning activities, being an essential step in that process prior to setting objectives.