The Marketing Audit Comes of Age, Sloan Management Review
This classic article has been read by countless business-school students and marketing professionals since it originally appeared in 1977 The model proposed at that time which outlined how an independent entity should go about assessing an existing marketing program was sufficiently streamlined that it holds up very well today In their retrospective comments, the authors discuss marketing issues that have come to the forefront in the interning years: globalization of markets, information technology, communications/promotion technology, strategic planning, more sophisticated analytical tools, and the increased attention paid to marketing throughout the organization. They close with suggestions on how to implement marketing audit recommendations.
Kotler, Philip. 1977. The Marketing Audit Comes of Age. Sloan Management Review. 30(2): 25-43.