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A Short Note On Integrated Marketing

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3 INTEGRATED MARKETING (IM) AUDIT “The integrated marketing (IM) audit is an in-depth research method used to evaluate an organisation’s relationship building effort. Using both qualitative and quantitative research, the audit focuses on the elements and structure of the integration process, as well as the output thereof” (University of South Africa 2015:26).

4 WHAT IS EVALUATED INTEGRATED MARKETING (IM) AUDIT
According to Duncan and Moriarty (1997a), there are usually six aspects are evaluated and analysed.

The first aspect is the internal and external communication networks that are occupied to develop marketing communication programmes (Angelopulo & Barker 2013:432). The second aspect involves the relevant member’s knowledge and alertness …show more content…

In order to be part of this team each member needs to have a sound knowledge, of the following such as marketing, marketing communication, marketing research, information systems, organisational management and change management (Angelopulo & Barker 2013:433). Each member should be able to comprehend the philosophy of integration (Angelopulo & Barker 2013:433). It would be ideal that the experts should be from outside the organisation, thus ensuring objectivity (Duncan and Moriarty, 1997a; 1997b) (Angelopulo & Barker …show more content…

Looking at who usually partakes in this audit specifically, within an organisation it would consist of top management, marketing brand managers, product mangers, marketing managers, communication managers, customer service managers and divisional mangers; and outside of the organisation it would consist of the managers of the marketing communication organisations whose services are employed on a continuous basis, customers, representative vendors and resellers (Angelopulo & Barker 2013:433). “In short, a census (not a sample) is taken of each person contributing to the organisation’s marketing communication efforts” (Duncan and Moriarty, 1997a) (Angelopulo & Barker

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