ABSTRACT
Although the process of marketing auditing is a fundamental underpinning for the marketing planning process, it is for many organizations still a relatively under-utilized activity. This is despite a substantial body of evidence that suggests that an organization’s performance in the marketplace is directly infl uenced 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.
