Marketing Audit

Auditoría de marketing
Sirve para analizar el rendimiento de las actividades de marketing de una empresa. El análisis debe de ser completo, sistemático, periódico e independiente.

Def: Análisis períodico y sistemático de los recursos, actividades, estrategias, objetivos y entorno de una biblioteca para identificar problemas y oportunidades y recomendar un plan de actuación
Ex: Kotler defines the marketing audit as a 'comprehensive, systematic, independent, and periodic examination of the library's total environment, objectives, strategies, activities, and resources in order to determine problem areas and opportunities and to recommend a plan of action'.

(n.) = auditoría de marketing, estudio de mercado, estudio de usuarios
Ex: Kotler defines the marketing audit as a 'comprehensive, systematic, independent, and periodic examination of the library's total environment, objectives, strategies, activities, and resources in order to determine problem areas and opportunities and to recommend a plan of action'.