Customer Analysis, Defining Component of Marketing Audit

Marketing audit is a tool which measures the value, risk and effectiveness of marketing efforts of the organization. The starting point of the marketing audit is the market into the company operates, changes that occur at this level, expressed in terms of opportunities or threats. In the market, the consumer plays an essential role, focusing on analysis the provided value to the consumer and the costumer value for the organization. This article thus aims to present the main methods of analysis that can determine the value offered to the consumer by the company and the customer value for it, in order to establish the company's marketing strategy.