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

Vaňa Kamil () and Černá Ľubica ()
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Vaňa Kamil: Institute of Industrial Engineering, Management and Quality, Faculty of Materials Science and Technology, Slovak University of Technology, Paulínska 16, 917 24 Trnava, Slovak Republic
Černá Ľubica: 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, 2012, vol. 20, issue Special-Number, 131-136

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.

Keywords: Marketing audit; marketing plan; marketing plan evaluation (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:repfms:v:20:y:2012:i:special_number:p:131-136:n:19

DOI: 10.2478/v10186-012-0023-4

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