The Role of Product Audit Policy in Increasing Organizational Performance

Violeta Rădulescu () and Anca Cruceru ()
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Violeta Rădulescu: The Bucharest University of Economic Studies, Romania

Annals of the University of Petrosani, Economics, 2012, vol. 12, issue 3, 223-230

Abstract: In terms of markets more competitive, competitive advantage becomes a problem getting increasingly more difficult. Offer organization is the first element that can provide differentiation from competitors, the organization should regularly monitor the performance of their products in the market to achieve its objectives. Marketing decisions regarding product policy of the organization should be made after a comprehensive analysis within specific steps of strategic marketing planning. It is necessary, therefore a thorough analysis of the product portfolio of the organizations. In this regard an important role hold product audit policy and brand audit. This paper aims to present the steps and methods to be used for effective analysis of the product portfolio of the organization to effective competition on the relevant market.

Keywords: strategic marketing planning; marketing audit; product audit; brand audit portfolio planning model (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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