IIA Bookstore Release on Auditing Marketing
Understanding Your Marketing Department’s Operations Could Help You Help Them
Message, Brand, and Dollars: Auditing Marketing Operations will help auditors and anyone who seeks to understand and approach the vast, dynamic, and often misunderstood operations that fall under the umbrella of marketing. Co-authors and social media compliance experts J. Mike Jacka, CIA, and Peter R. Scott, APR, CAE, provide an overview of what is meant by the term “marketing” and how marketing strategies and plans should be developed.
Chapters dive in to specific areas of marketing — areas that may be unfamiliar to internal auditors — including brand, creative services, and agencies. The authors also included sections on specific risks related to marketing, as well as approaches for conducting audits over those risks.
Internal auditors add value by identifying risks, quantifying risk exposure, and ensuring risks are properly managed, while keeping senior management, executives, and board members apprised of their findings and assurances. The guidance and advice in this book will encourage internal auditors to begin the journey of helping provide assurance over one of the biggest, and often ignored, risks an organization can have — marketing operations.
Whereas “marketing” represents the creative side, and “auditing” represents the control side, Message, Brand, and Dollars shows how these two seemingly opposing viewpoints can work together to drive an organization’s marketing success. The book discusses:
- The difference between auditing marketing and auditing the marketing department.
- Key documents unique to marketing — creative briefs, a 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 (and the organization’s) objectives.
- 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. Message, Brand, and Dollars contains practical information that any internal auditor needs to gain a better understanding of marketing.
IIA members are invited to log in to the IIA Bookstore, powered by the Internal Audit Foundation, to purchase this new release at the discounted member price. Nonmembers may also purchase Message, Brand, and Dollars by visiting the IIA Bookstore.