4. External Marketing Audit

A marketing audit is a systematic examination of a business marketing environment, objectives, strategies and activities, with a view to identifying key strategic issues, problem areas, and opportunities. It provides the basis upon which a plan of action to improve marketing performance can be built.

The external marketing audit focuses on:

Note that information may not be available on all of the areas listed under each topic.

For further information, see Chapters 3,4,5,6,7 and 17.