USING METHODS OF MARKETING AUDIT IN MAKING OF STRATEGIC DECISION AT ENTERPRISES
Journal Title: Вісник Одеського національного університету. Економіка. - Year 2016, Vol 21, Issue 2
Abstract
The article is devoted to the definition of the role of marketing audit in making of strategic decision at enterprises. The article deals with methods of marketing audit. On the base of the literature analysis, the authors propose methods of grouping by categories, depending on their scope of use. In addition, each group defines the place of the marketing audit techniques in strategic decision-making at various levels.
Authors and Affiliations
Natalia Andryeyevа, D. V. Zinkovskа
Keywords
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