MARKETING AUDIT AS THE INSTRUMENT OF MARKETING INCREASE EFFICIENCY WHITHIN THE CONDITIONS OF ECONOMIC INSTABILITY

Keywords: marketing efficiency, methodology, control, infobase, marketing indexes.

Abstract

In the article it was examined the theoretical aspects of marketing audit as a method of determination and efficiency increase of enterprise marketing activity. The marketing audit intaking gives an opportunity of more optimal modern methods usage of planning, organization, monitoring and increase of marketing efficiency.

References

Aubrey, W. (2007). The Marketing Audit Handbook: Tools, Techniques & Checklists to Exploit Your Marketing. United States: Thomson Gale. [in English].
Christensen, B. E., Glover, T. C., Shelley, M. K. (2016). Understanding audit quality: Insights from audit professionals and investors. Contemporary Accounting Research, 33 (4). [in English].
Dadio, Y. (2006). Marketing audit is a means of improvement competitiveness of enterprises. Marketing in Ukraine, No. 2, 43 - 48. [in Ukrainian].
Derev’yanchenko, T. Y. (2015). Marketing audit in the estimation of efficiency of enterprise marketing cost. Young Scientist, No.12 (27), Рart 2, 15-19. [in Ukrainian].
Farris, P. W., Bendle, N., Pfeifer, P., Reibstein, D. (2009). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. New Jersey: Pearson Education, Inc. [in English].
Kotler, P., William, T., Gregor W., and Rodgers. H. (1989). The Marketing Audit Comes of Age. Sloan Management Review, Vol. 18, Issue 2, 25-43. [in English].
Peterson, J. (2016). Audit quality and the expectations gap. The CPA Jornal, February, 6-9. [in English].
Praisner, A. (2009). Balanced Scorecard in Vertrieb und Marketing. Moscow: Izd. Dom Grebennikova. [in Russian].

Abstract views: 122
PDF Downloads: 112
Published
2018-04-10
How to Cite
Derev’yanchenko, T., & Benivska, I. (2018). MARKETING AUDIT AS THE INSTRUMENT OF MARKETING INCREASE EFFICIENCY WHITHIN THE CONDITIONS OF ECONOMIC INSTABILITY. Scientific Journal of Polonia University, 28(3), 43-48. https://doi.org/10.23856/2805