Initial corporate-wide internal audit - Marketing Strategy

As has already been stated, some assets and competencies that can be deployed to create advantage in marketing activities are found in other functional areas besides marketing. Any audit will therefore need to carry out a thorough analysis of the company’s resources to establish asset sand competencies that either currently, or potentially, could assist the marketing function and support strategic marketing developments. Hooley et al. (1998) suggest that these wider non-marketing assets and competencies will fall into five categories:financial resources, managerial skills, technical resources, organization and information systems. Once this overview has taken place the specific marketing activities of the organization should be evaluated. This can be undertaken by an internal marketing audit.

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