MARKETING AUDIT A METHOD OF CONDUCTING EVALUATION OF THE MARKETING STRATEGY AND THE BUSINESS PERFORMANCE

This article aims to highlight the benefits of the marketing audit through the Starbucks case study in order to act on the systematic evaluation of marketing plans and strategies as well as the organizational structure, while signaling the role crucial components of the marketing audit and the entity's valuation methods. A recent study has provided a broader conceptualization of the effectiveness of using marketing auditing to highlight the general and different aspects of marketing auditing that can help the organization understand its strengths and weaknesses, and use it as a driving method to evaluate the entire marketing system in order to scrutinize the company's performance through Starbucks' strategic approach that any company desiring a success story can learn from it. and strategic.