Which type of marketing audit studies the overall marketing performance of a firm with particular emphasis on the interrelationship of marketing-mix variables and their relative importance?
A) Sales audit
B) Vertical audit
C) Horizontal audit
D) Channel audit

Question

Quizplus · Accepted Answer

A horizontal audit focuses on the overall marketing performance of a firm, emphasizing the interrelationship of marketing-mix variables (product, price, place, promotion) and their relative importance. It looks across all marketing activities to assess how well they work together.

Which Type of Marketing Audit Studies the Overall Marketing Performance