A study of marketing audit and its impact on business performance

The popular marketing textbooks and published literature overall deal primarily with the theoretical and practical aspects of the marketing audit without offering any rigorous empirical validation. The teaching of marketing audit appears to be based on the logical usefulness, isolated cases of use, but with passage of time is growing in importance with various research papers being published. The major issue still remains the generalized procedure of conducting it and the industry perception of its usefulness and benefits. The current paper is a part of a bigger research conducted to ascertain the current status of marketing audit in Indian companies listed on the Bombay Stock Exchange.