The Marketing Strategy: A Risk and Governance Guide to Building a Brand

  • Item No. : 1125
  • ISBN : 978-0-89413-728-0
  • Publisher : The IIA Research Foundation
  • Publish Date : November 2012
  • Authors : Peter R. Scott, APR, and J. Mike Jacka, CIA, CPCU, CLU, CPA
  • Media : Hardcover
  • Page count : 176
  • Member Price : $45.00
  • Non-Member Price : $55.00

NEW! From The IIA Research Foundation




Auditing Marketing for the Organization's Success

When it comes to marketing and internal auditing, chances are you don’t envision the two departments as part of a collaborative effort for the good of the organization. Marketing is the process of looking at the big picture where creativity can trump controls. Internal audit is the down-to-earth activity where common sense drives the mitigation of risks.

The Marketing Strategy: A Risk and Governance Guide to Building a Brand shows how these two opposites can work together to drive an organization’s marketing success. Peter Scott and Mike Jacka, leading experts on social media compliance and co-authors of Auditing Social Media: A Governance and Risk Guide, explain:

  • The difference between auditing marketing and auditing the marketing department.
  • The key documents unique to marketing—creative brief, brand standards manual, image standards, and media strategies—that help guide operations.
  • The role of brand management, creative services, and media (including social media) in achieving marketing strategies.
  • The unique requirements of agency relationship management, how these support the overall operations, and where things might go wrong.
  • Ways internal audit can review marketing activities to help ensure risks have been properly identified and appropriate controls have been established.

What not only makes the practice of marketing a challenge—but also the performance of an internal audit—are the many ways to develop, implement, staff, and direct activities. The Marketing Strategy contains practical information that any internal auditor needs to gain a better understanding of marketing.