Organizational Sustainability through Marketing Auditing in India: Issues and Challenges

Ballal, Supriya B (2016) Organizational Sustainability through Marketing Auditing in India: Issues and Challenges. In: Second Annual Conference on “Emerging Trends in Marketing”, 28/10/2016, SDMIMD Mysore.

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Abstract

The increasing complexity of the present market environment requires a more systematic and organized valuation procedure to assess organizational marketing performance. Marketing audit is a continuous, comprehensive and a periodic assessment which will make sure the marketing policy or the marketing strategy is being efficient. A new movement is being set forth where the companies analyze the industry and market conditions before and subsequently adding up into existence, one for launching themselves in the marketplace and the other for sustaining in the industry. This is being managed with the aid of the concept of Marketing Audit. It helps companies to review their marketing strategies and contributes to the transformation of the business and to the improvement of overall performance of the organization. The present paper covers the benefit of marketing audit for organizational sustainability by helping it recognize its strength and weakness. The paper suggests that marketing audit should be used as a mechanism to evaluate the entire marketing system. The paper includes an effective approach to track current marketing strategies and evaluation of policies of the organization. Marketing Audit also demonstrates the effect of competitors on organizations’ marketing strategy. The paper also shows how marketing audit can play an effective role in stabilizing a particular marketing strategy.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Marketing Audit, Marketing Strategy, Operations, Sustainability
Subjects: Departments at MU > Commerce
Depositing User: MIM User
Date Deposited: 23 Nov 2017 06:43
Last Modified: 25 Nov 2017 07:15
URI: http://eprints.manipal.edu/id/eprint/150054

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