THE PLACE OF MARKETING AUDIT IN THE COMPLEX SYSTEM OF AUDIT AT ENTERPRISES: A MODERN VIEW ON THE PROBLEM
Journal Title: Вісник соціально-економічних досліджень - Year 2015, Vol 1, Issue 56
Abstract
The article considers the reasons which necessitate the studying and practical application of marketing audit in modern conditions, analyses a lot of approaches of different authors to definition of the «marketing audit», which are generalized and systematized, considers interrelation of marketing audit with other types of audit of the enterprise, proposes the author’s view of marketing audit concept formation. Two groups of the principles of carrying out marketing audit on the basis of the offered definition were allocated and criteria’s for adoption of effective marketing decisions were defined.
Authors and Affiliations
Natalia Andryeyevа, Daria Zinkovskа
Keywords
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- EP ID EP172815
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