Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View)
Lipnická Denisa, Ďaďo Jaroslav
Keywords:
Delphi method, experts, marketing audit, marketing performance
Abstract:
The paper presents a marketing audit as a factor of company’s growth and future success. The
mentioned marketing activity is becoming a new trend in managing the business. It can help
various types of companies to review their marketing structures and therefore it can contribute
to the rejuvenation of the overall business and to the improvement of not just marketing but
also overall performance of the company. The main aim of this paper is to define and establish
preconditions for the successful implementation of marketing audit to marketing management of
Slovak companies. The paper presents the results of own research conducted through the Delphi
method with a panel of experts from the area of marketing and marketing audit. The research
was carried out in two rounds and a questionnaire was selected as a research tool. Through the
Delphi method we were able to obtain views and opinions of experts on the issue of marketing
audit. Based on conducted research, the paper states the main factors influencing the efficiency
and the results of marketing audit and also the main barriers that have an impact on the use of
the marketing audit in the practice of companies. In conclusion, the paper presents the main
assumptions and conditions for the successful implementation of the marketing audit into the
practice of companies operating in the Slovak market.
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Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View) [PDF file] [Filesize: 1.05 MB]
10.7441/joc.2013.04.02
Lipnická D., Ďaďo J. (2013).
Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View). Journal of Competitiveness, 5 (4), 26-42 https://doi.org/10.7441/joc.2013.04.02
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