Enhancing the Performance of Business Organization:- Role of Marketing Audit and its Implication
Author(s)
Nigar Sultana, Md. Ariful Hoque, Mamataj AkterAbstract:
Day by day the business world is becoming more and more complex. To overcome and grow up within this complex business world the current market environment needs a more systematic and comprehensive evaluation process of the organizational marketing performance. This study focuses on the use of marketing audit as a tool to enhance the performance of marketing organizations. This is qualitative grounded study is based on the secondary data available from archival resources, related documents and articles. Analysis was done by using SWOT analysis, PEST analysis and Porter’s five forces model. The findings of the study reveal the effectiveness of marketing audit for organizations. Some recommendations also accrue from the study which are if followed could be proved beneficial for the overall development of performances of the marketing organizations.
Key Words: Marketing Audit, Enhancing, Performance, Business Organization.