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- Title
External Marketing Audit and Internal Marketing Audit. Comparative Study.
- Authors
Chirla, Gabriela; Funar, Sabina
- Abstract
The aim of this study is to identify the main advantages and disadvantages of an internal and external marketing audit. In order to spot them, the method of the literature review is used. Presenting the six major components of a marketing audit and the auditors' tasks for each of them, some important results were revealed. The advantages of the external audit concern its independency and objectivity and also the supplementary costs needed. The advantages of an internal audit are linked to the capacity of the auditor to understand deeply the company situation (her available resources) and also to the possibility of conducting a continuous process. The conclusion of this study is that an efficient marketing audit requires both an internal and external audit to complement each other.
- Subjects
MARKETING audits; INTERNAL auditing; AUDITORS; MANAGERIAL accounting; COMPARATIVE studies
- Publication
Bulletin of the University of Agricultural Sciences & Veterinary Medicine Cluj-Napoca. Horticulture, 2010, Vol 67, Issue 2, p51
- ISSN
1843-5254
- Publication type
Article