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