The Marketing Audit as a Method of the Evaluation of the Marketing Plan
oraz | 12 lut 2013
O artykule
Data publikacji: 12 lut 2013
Zakres stron: 131 - 136
DOI: https://doi.org/10.2478/v10186-012-0023-4
Słowa kluczowe
This content is open access.
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.