THE ROLE AND THE PLACE OF MARKETING AUDIT IN THE MARKETING STRATEGIC PLANNING
During the strategic planning activity process, a very important step is to conduct internal and external audit. Marketing audit is not an isolated process within the organization; it is a component of the management audit assessing the impact of environmental factors on all activities of the...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Academica Brâncuşi
2010-12-01
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| Series: | Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie |
| Subjects: | |
| Online Access: | http://www.utgjiu.ro/revista/ec/pdf/2010-04.II/12_IULIANA_CETINA.pdf |
| Summary: | During the strategic planning activity
process, a very important step is to conduct
internal and external audit. Marketing audit
is not an isolated process within the
organization; it is a component of the
management audit assessing the impact of
environmental factors on all activities of the
organization.
Marketing Audit is considered by
many authors only an analysis of internal and
external environment of the organization. In
the development and substantiation of
marketing strategy, marketing audit is set in
the strategic marketing planning, which
shows that it is an assessment tool and
control and, at the same time, a way of the
strategy implementation. The audit marketing
is therefore part of the organization's
strategic marketing plan. |
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| ISSN: | 1844-7007 1844-7007 |