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MARKETING AUDITS: WHY PRINCIPLES OF ACCOUNTABILITY IN MARKETING ARE USEFUL
MARKETING AUDITS: WHY PRINCIPLES OF ACCOUNTABILITY IN MARKETING ARE USEFUL IN PROMOTING COMPANY GROWTH
By George Schildge
More audits are being performed in financial departments today due to the irresponsible behavior of a few top executives. Why stop there? Might it not be useful also to look at marketing investments as a fertile field for scrutiny? A marketing audit would measure profit and loss just as an accounting audit does. That is, it would measure return on investment (ROI). This article points out the benefits a company can derive from measuring the ROI of marketing to see whether this vital activity is being used to its full potential.
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