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Auditing a Market

  • Mike Meldrum
  • Malcolm McDonald
Chapter

Abstract

Basically, a marketing audit is the means by which a company can understand how it relates to the environment in which it operates. It is also the means by which a company can identify its own strengths and weaknesses as they relate to external opportunities and threats. It is thus a way of helping management to select a position in that environment based on known factors.

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Copyright information

© Mike Meldrum and Malcolm McDonald 1995

Authors and Affiliations

  • Mike Meldrum
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield School of ManagementUK

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