ABSTRACT
Coordinating marketing activities has been a problem for marketers since the beginning of marketing thinking. In any organization, individuals act according to ideas of their own: media buyers operate with one set of rules, salespeople and advertising planners with another. Nevertheless, the organization needs to plan its marketing activities and measure its progress toward established goals. There are many ways to audit marketing performance and none of them is perfect. The resource audit should include all the resources the firm can tap into, even when these are not actually owned by the firm: network relationships, intangible resources, and financial resources which can be called upon if needed fall into this category. The marketing audit is a comprehensive review of the firm's current position in terms of its marketing activities. Feedback is essential for monitoring performance, and no marketing activity would be undertaken without having a monitoring and evaluation system in place beforehand.
