The Various Models of Marketing Audit

Abstract

This paper examines the problem of marketing control. The goal of the article is a scientific reflection on the model presentation of marketing audit. Review of the marketing literature on marketing audit presents various conceptual, structural or process models. Yet, these proposals did not play a role significant enough so that auditing would become a widely used marketing control tool. That is why, author presents an outline of the proprietary marketing audit model which (in conceptual and semantic approach), thanks to specifying the strategic nature of this control tool, can stimulate its popularization in marketing management practice. The conceptual model presents in an descriptive and graphic form the audit architecture, endogenous conditions (orientation, excellence, strategy, tactical and operational control), components of the audit activities and the planes of the assessment being carried out. The semantic model defines marketing audit as a logical and resulting system, which, by using the possibilities offered by specific control methods, allows for comprehensive, structured, regular, objective, independent and professional contextual assessment (preparation and implementation of marketing strategies). These models are a stimulus for discussion and further search for optimal ways of marketing control, both on a methodological and pragmatic level.

Marketing Audit as a Tool for Assessing Business Performance

“…However, the concept of marketing audit has not become widely popular among companies, although they all use different methods of analysis to a certain extent. Marketing audit is an approach that is able to organize such an analysis and can be carried out by each company and individually given the variability of approaches to its implementation (Hadrian 2020;Cancino Gómez et al 2021), which will allow solving existing problems and using hidden opportunities.…”