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The Marketing Audit Handbook by Dawid J Malherbe

The full title of this book by Dawid J Malherbe is

The Marketing Audit Handbook: The Art of Asking the Right Questions

In my review posted on Amazon.co.uk, I gave the book 3 Stars.

Here is my review.

Marketing review questions suitable for bigger companies

The purpose of a marketing audit is to review the environment, the objectives and marketing activities to identify opportunities for improvement. It’s therefore much more proactive than the traditional financial audit that checks whether the report and accounts present a true and fair view of the business performance.

While marketing audits may be more common in big companies and the book is targeted at them, it’s also valuable for small companies who have marketing problems.

The audit in the book is a long list of questions to discover information. It will pull important issues out of the long term strategic plan, assess the suitability with the external environment and then check for consistencies or inconsistencies with the marketing strategies and tactics employed.

The output of the process then creates a strategic marketing plan.

I read the book with two main interests, finding something that was well targeted towards small businesses and something that was more tactical than strategic. I’m comfortable with strategic marketing and was looking for the big issues that need to be correct for effective marketing tactics.

This wasn’t it and I can’t recommend the book for small business owners. However I can see that it’s useful for larger business units where there can be coordination problems between the board of directors, setting or approving the business strategy and the tactical decisions implemented in the marketing department.

In some ways, this is a check on how well the marketing director is coordinating the marketing affairs of the business and cascading top level objectives down into individual functions, roles and marketing campaigns. This may cause some friction with the marketing director who won’t be used to the kind of attention his finance colleague endures every year.

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