MARKETING AUDIT AND ITS IMPACT ON BUSINESS PERFORMANCE

被引：0
|
作者：
Hrusovska, Dana [1 ]
机构：
[1] Ekon Univ Bratislave, Fak Podnikoveho Manazmentu, Katedra Podnikovohospodarska, Dolnozemska Cesta 1-b, Bratislava 85235, Slovakia
来源：
AKTUALNE PROBLEMY PODNIKOVEJ SFERY 2015 | 2015年
关键词：
Marketing audit; marketing evaluation analysis results; marketing strategy;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Marketing audit completely and systematically examines the company 's marketing environment, it 's goals and strategies, to identify problem areas, opportunities and recommendatios for concrete actions to improve business performance. Marketing audit allows objectively monitor the rate adaptation on market conditions and optimize business marketing. In this paper we deal with the substance, important areas and the impact of marketing audit. In the second part we bring the results of a survey in Italian and Slovak enterprices about the application and the use marketing audit. The result of the audit are the proposed marketing management measures which correct marketing activities in the company and exerts its effects on business performance.
引用
收藏
页码：219 / 223
页数：5
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