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An audit conducted to justify/rationalize past actions may be worse than no audit at all. The ramifications of a marketing audit planned to produce favorable results can be as severe as the ramifications of a biased financial audit.
In considering which organization you, as a student, want to use for your marketing audit, keep the following in mind:
? Will the information I need be available from public sources?
? If I want to use my own organization as the subject, can I do so without violating confidentiality agreements?
? A wealth of corporate data is available in the University of Phoenix Library...
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Databases such as Hoovers are there for your use, without fee. Both the Library and corporate Web sites offer annual reports, 10K reports, and other relevant material. Use the resources available to you. It will make the task easier and the outcome more accurate.
? There will be elements of a marketing audit that are corporate secrets...
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