Meeting New Demands Synopsis Marketing internal auditing in an organization is a must. ‘The success of a marketing programme depends on the auditor’s ability to seek and create marketing opportunities for the purpose of making economic contributions to their organization.’ Marketing internal auditing can be a ‘   rigorous and profitable journey   ’. After the first marketing plan begins the second step is to improve it to ‘   ensure that audit duties are performed while providing quality consulting services to management, and streamline it to make it more economically sound and effective’. Marketing is always a continuous process requiring creative thinking and the promotion of best practices, if not also cutting edge resources and practices.

From Audit Customer Satisfaction: Marketing Added Value (1996), Cindy E. Cosmas. Copyright 1996 by The Institute of Internal Auditors, Inc., 247 Maitland Avenue, Altamonte Springs, Florida 32710-4201, USA. Reprinted with permission.

After Reading the Case Study Consider:

1. How does your current internal auditing planning compare with that in the case study?

2. When did you last reassess your internal auditing plan looking for ways to improve it to meet the challenges of internal auditing as a service in the future?

3. Does your internal auditing plan include the promotion of any cutting edge resources and practices?