A firm could use a marketing audit to annually evaluate the appropriateness of its current organizational mission.

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A marketing audit is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance. This includes evaluating the appropriateness of the firm's current organizational mission among other elements.

A Firm Could Use a Marketing Audit to Annually Evaluate