“Many companies think they don’t need to conduct a marketing audit, that is, until they see that the ‘writing is on the wall’! Unfortunately, by then the cash-flow of the company is so impeded that the business cannot afford to conduct one. Because, carrying out a marketing audit is expensive! Why? It is done by highly skilled and specialized marketing professionals.
A marketing audit should be done quite regularly, add to this that it takes time (money!) to orient and familiarize the auditors with the business’s industry, operations, culture, value systems, strategies, structure, level and nature of competition, distribution channels, etc, etc, and you will appreciate why such a important and necessary procedure is often ignored and neglected. In the end it is mostly innovative and progressive companies engaging in it, helping them to retain their pioneer status in the market – since marketing audits invariably help a firm to identify the real essence of that which makes it unique, i.e. its skills, resources and capabilities.
I will go so far as to make the following assumption: identify those superior skills, resources and capabilities (that is unique to the company) and the end result will be acquiring a sustainable competitive advantage for your product, SBU, or/and organization – now that’s a nice prospect!!!
Marketing Audit - Secrets Revealed! is essential material for the “can do” entrepreneur, marketing consultant, and business executive who aspire to discover their company’s (or client’s) unique and leveragable strengths. Use the
e-book and its extensive list of more than 120 deep dissecting questions at your next board meeting – still better, arrange a two day workshop, with a facilitator and decision-makers and discuss the questions. Remember to give each group member a copy of the e-book in advance so that they can come prepared! You will be astounded at how the e-book will release your team’s creative ability!! ” |
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