Marketing Audit and Auditing: Diagnosis through Intervention

Abstract

Today's world is a dynamic world where everything changes very rapidly. Among all the walks of life, business world is especially
changing very fast. To keep pace with this ever changing dynamic business world, every company or firm must make optimum uti-
lization of its limited resources. Therefore, it is necessary that they closely observe the changes occurring in market regularly and
makes appropriate changes in their marketing policies in accordance with these new trends in market to enhance its market share.
One of these techniques helps to improve the performance of marketing division and enhancing the market share of the company
is Marketing Audit. In the present study, an attempt has been made to find out the role of marketing audit in the success of a com-
pany. It has also been tried to check out that how far the recommendations made by the marketing auditor have bken adopted by
the company.