Marketing Audit Approach

Paper Summary:

This paper discusses the approach one would take to prepare, compose and present a full marketing audit. For each given section of the marketing audit the following aspects are covered: types of data and information, analysis, start and finish dates and a list of challenges that might affect the execution of the audit. The result of this paper is to facilitate a full marketing audit.

From the Paper:

"The executive summary should encompass the broad conclusions of the research, or in this case, the marketing audit, as well as the recommendations resulting from the final analysis. The interested executive who wishes to more fully understand how the conclusions were reached and to further justify the rationale behind the recommendations may take the time to review the research material contained within the entire report. The executive summary should be a synopsis of the conclusions and recommendations and not a point by point analysis (Tips, 2005, p.23). Creating an engaging and informative executive summary ensures that top management considers the marketing audit a quality product supported by solid research."

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