A marketing audit is a control device and is used primarily by large corporations to study past performance to identify market trends.

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A marketing audit is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities with a view to determine problem areas and opportunities and recommend a plan of action to improve the company's marketing performance. It is not solely a control device or limited to studying past performance to identify market trends.

A Marketing Audit Is a Control Device and Is Used