What are the areas covered under marketing audit?

What are the areas covered under marketing audit?

Marketing audit consists of two key areas-internal and external audit.
The Internal marketing audit gives an insight into the following aspects of the organisation:

a.The organisation whether it is feasible or not .

b.Operating organisational structure – how does it operate and does it work?

c.Systems –the efficiency of the planning system
The external marketing audit focuses on researching and identifying the future prospects of the company and also finding out the threats and opportunities if any. It also helps to detect any deviations from the original plan and how they can be rectified.