Comparing results with the standards. Making changes or reinforcing good results to stay on track. Using the Marketing Audit a. The marketing audit is a comprehensive review of an organization's marketing strategies, tactics, and performance. This information can help catch small problems and uncover ideas that will help the organization.
Some marketers supplement the marketing audit with a quality audit.
The information gathered is used to compare actual performance with standards set. If the organization is meeting or exceeding its standards, it should acknowledge employees' achievements. Marketers use marketing research and analysis to monitor the results of their marketing strategies and plans over time.