ABSTRACT
When most people think of a marketing audit they usually focus on budget and organizational issues. Perhaps adherence to company procedures and policies comes into play, and/or even an agency review. With the exception of the agency review, most focal points of an audit of this scope are internal to the marketing operation itself. A complete marketing audit encompasses much more. Before looking at the scope of a complete audit, one should focus on the role and relationships that marketing is expected to play within the context of the total strategic and operational plans. This means going beyond the budget, organizational, or even operational focal points. The complete marketing audit should be targeted at three major areas and multiple focal points within each of these three areas (see Exhibit 19.1). The Complete Marketing Audit Areas https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203862629/f36659d8-b73b-403f-bcbd-ea8ddb191958/content/fig19_01_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/>
