LA PRATIQUE DE L’AUDIT MARKETING DANS LES ENTREPRISES MAROCAINES : CAS DE LA VILLE D’EL JADIDA

Abstract

Companies are beginning to worry about the concept of marketing audit as an essential source to optimize its marketing policy. The purpose of this article is to measure the practice of marketing auditing in Moroccan companies and to measure its impact on profitability. The survey is conducted on the basis of a sample of 8 companies in the El Jadida city, the results indicate that the practice of marketing audit is outsourced by consulting firms and increases the profitability enterprises.

Keywords

• marketing audit
• profitability
• practice
• marketing policy
• el jadida