The use of audit as a tool for strategic control of marketing activities of Polish enterprises

Apply

The use of audit as a tool for strategic control of marketing activities of Polish enterprises

Journal Title: Технологический аудит и резервы производства - Year 2018, Vol 4, Issue 4

Abstract

The paper is focused on marketing audit within the marketing system control. Marketing audit is one of the tools applied to assess and improve the use of marketing in corporate activity.One of the most debatable issues is the scope of control exercised within marketing audit and the envisaged threats (including resignation from using that tool of marketing audit) as well as the ways of mitigating those issues.Work on the paper included a narrative review of the concepts of structures of marketing audit presented in literature on the subject. The paper formulated main guidelines on the implementation of audit within the system of corporate management control. It presented the results of research on the significance and the extent of using marketing audit by the enterprises operating in Poland (descriptive review).The obtained results of research which was conducted at various stages of the development of Polish economy lead to a general observation that the entities operating on that market have not reached the required maturity which would induce ordered, structured control activity at the strategic level. The reasons for such condition can be found:<ul><li>in the orientation of the majority of entities to achieve current success;</li><li>lack of awareness of ready solutions supporting such a level of management (including control);</li><li>finding irrational grounds for such omission (pointing primarily to the limitations of financial, human, material, intellectual resources);</li><li>fear of implementing new control procedures and achieved results of such control which were not always positive.</li></ul>In order to raise awareness of the marketing audit, it is recommended that this tool be promoted in the management literature. It should be advocated to use the opportunity of implementing partial audits devoted to selected elements of marketing activities. Compared with a system audit, they are simpler to carry out and less expensive. At the same time, they allow a very thorough assessment of the correctness of marketing activities of enterprises, minimizing the risk of functioning on the market.

Authors and Affiliations

Piotr Hadrian

Keywords

Selection of the optimal set of revenue management tools in hotels

The object of research is the scientific category «revenue management» and its tools, which, with the growth of the number of on-line sales channels of hotel services, become decisive in the struggle for survival....

Development of method of increasing the performance of touch networks of measurement of distances

The subject of the study is the wireless sensor network of the ZigBee protocol, which in this study is proposed for performing the function of measuring the distance between objects. The main areas of application...

Implemantation of world experience in credit programs of development of logistics infrastructure, logistics systems and technologies

Transport and logistics infrastructure is an indicator of the state's readiness to cooperate with international partners, to expand contacts etc. The quality of the logistics system within the company plays a sign...

Development of economic approaches to the formation and evaluation of the strategy of construction enterprises

The object of research is the processes of formation and evaluation of the strategy of developers in the housing construction market, taking into account the housing affordability. One of the most problematic plac...

K2GeF6 compound crystalline structure analysis

The object of research is the crystal structure of the polymorphic modification of the K2GeF6 compound. One of the problem areas is the existence...

EP ID EP527477
DOI 10.15587/2312-8372.2018.140552
Views 122
Downloads 0