<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The growing complexity of the current market environment needs a more systematic evaluation process of the organizational marketing performance to deal with the dynamic market. This paper deals with marketing audit as a comprehensive assessment of all angles of marketing operation in an organization and also deals with systematic evaluation of plans, objectives, strategies, activities and organizational structure as well as marketing staff.</p></abstract>

The growing complexity of the current market environment needs a more systematic evaluation process of the organizational marketing performance to deal with the dynamic market. This paper deals with marketing audit as a comprehensive assessment of all angles of marketing operation in an organization and also deals with systematic evaluation of plans, objectives, strategies, activities and organizational structure as well as marketing staff.

The Marketing Audit as a Method of the Evaluation of the Marketing Plan

Institute of Industrial Engineering, Management and Quality, Faculty of Materials Science and Technology, Slovak University of Technology, Paulínska 16, 917 24 Trnava, Slovak Republic

Research Papers Faculty of Materials Science and Technology Slovak University of Technology

{"article-title":"The Marketing Audit as a Method of the Evaluation of the Marketing Plan"}

The growing complexity of the current market environment needs a more systematic evaluation process of the organizational marketing performance to deal with...

The Marketing Audit as a Method of the Evaluation of the Marketing Plan

Published Online: Feb 12, 2013

Page range: 131 - 136

DOI: https://doi.org/10.2478/v10186-012-0023-4

Keywords
Marketing audit, marketing plan, marketing plan evaluation

This content is open access.

The Marketing Audit as a Method of the Evaluation of the Marketing Plan

Published Online: Feb 12, 2013

Page range: 131 - 136

DOI: https://doi.org/10.2478/v10186-012-0023-4

KeywordsMarketing audit, marketing plan, marketing plan evaluation

This content is open access.

Keywords
Marketing audit, marketing plan, marketing plan evaluation