CONTROL AND AUDIT IN MARKETING
Journal Title: Challenges of the knowledge society ( Provocari ale societatii cunoasterii ) - Year 2019, Vol 11, Issue 13
Abstract
In the report, control is seen as a function of management, among others, such as planning, forecasting, marketing, etc., through the prism of marketing and in the sense that these functions are also subject to control. Marketing is an integral part of marketing audit, and marketing control. In general, marketing control assesses the achieved market outcomes, the marketing costs incurred and the degree of achievement of the marketing goals. In turn, the marketing audit evaluates the way it works. Whether the organization of work in the marketing department, the existing rules and procedures provide the necessary prerequisites for achieving the marketing objectives and do not increase the risks over the inherent market risks. In summary, marketing planning and marketing strategies are part of company planning and strategies, marketing control, also as part of internal and financial control, has the task of assessing the degree of correspondence between planned and achieved in the field of marketing as well as to take responsibility for undue costs and unused reserves. The same is true of marketing audit, as part of internal audit, is the means of constant, independent and objective assessment of the adequacy of the organization of the marketing activity and of the decisions and actions of the collaborators from the units that carry out the marketing activity of the company. Marketing control and audit may not be the complete and necessary response to revitalizing marketing strategies but provide a generic mechanism in pursuit of this necessary goal.
Authors and Affiliations
Plamen ILIEV
Keywords
Related Articles
- EP ID EP591042
- DOI -
- Views 97
- Downloads 0
REFLECTIONS ON THE REGULATION OF THE PRINCIPLE OF NON-DISCRIMINATION IN THE ROMANIAN CONSTITUTIONS AND IN THE INTERNATIONAL BILL OF RIGHTS – SELECTIVE ASPECTS
At the onset of the study it is necessary to mention that its topic will be circumscribed to "Reflections on the regulation of the principle of non-discrimination in the Romanian Constitutions and in the International Bi...
PRACTICAL ASPECTS REGARDING THE CLAIM FOR THE ANNULMENT OF THE RESOLUTIONS OF THE GENERAL MEETING OF SHAREHOLDERS, FROM A SUBSTANTIAL AND PROCEDURAL PERSPECTIVE
The purpose of this paper is to provide a brief analysis of the legal framework regarding the procedural and substantial dispositions governing the claim for the annulment of the resolutions of the general meeting of sha...
CHALLENGES OF THE NOT-SO-FAR FUTURE: EU ROBOTICS AND AI LAW IN BUSINESS
The paper focuses on the emerging European legislation in the area of artificial intelligence and robotics, based on the currently fast developing technical procedures for the manufacture of products characterized by aut...
THE EXCLUSION OF EVIDENCE IN CRIMINAL PROCEEDINGS – A COMPARATIVE APPROACH
The present paper examines the exclusion of evidence within the criminal proceedings, as regulated in the Romanian legislation as well as in other legal systems, pertaining both to the common law and to the civil law maj...
ISSUES OF CONTROVERSIAL PRACTICE REFERRING TO THE CRIME OF FALSE TESTIMONY
The crime of false testimony is one of the crimes which are traditionally found in our criminal legislation, the judicial practice recording also specific situations which required the application of the incrimination te...