The Marketing Audit and Organizational Performance Profiling: An Empirical Study of Indian Companies

The current study is an attempt to investigate the use of strategy to address change in business performance. It tries to ascertain the use of marketing audit in organizations that can help them to establish, maintain and manage market orientation strategy. The paper examines the practice of marketing audit in organization and its impact on the business performance. The results however do not indicate any kind of significant relationship in the changes of market share and overall financial performance.