chapter  2
34 Pages

Marketing auditing and the analysis of capability

Although the process of marketing auditing is a fundamental underpinning for the

marketing planning process, it is for many organizations still a relatively new and

under-utilized activity. This is despite a substantial body of evidence which suggests

that an organization’s performance in the marketplace is directly influenced by the

marketing planner’s perception of three factors:

1 The organization’s current market position

2 The nature of environmental opportunities and threats

3 The organization’s ability to cope with environmental demands.