The examination of the marketing plan. The marketing plan is researched before and during implementation. Internal and external influences are evaluated allowing for adjustment.
See also:
Marketing plan
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Audit
Related terms
Advertising research, Adaptive scripting, Audit Bureau of Circulation (ABC), M, Opportunities to see (OTS), Tariffs, Geo-demographics, Horizon scanning, Treatment trials, Cost-effectiveness (in media/advertising), Marketing orientation, Critical success factors, Recession, Viewing room, Relative advantage,