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Essay text:
He has suggested that a marketing audit is “a comprehensive, independent, and periodic examination of a business unit’s marketing environment, objectives, strategies and activities with a review to determining problem areas and opportunities and recommending a plan of action to improve the company’s performance”.
Taken together, these definitions highlight the three major elements and potential benefits of a marketing audit:
1. The analysis of the external environment and internal situations.
2. The evaluation of past performance and present activities.
3. The identification of future opportunities and treats...
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Common topics in this essay:
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