First Step of Marketing Audit: Risk Analysis
First Step of Marketing Audit: Risk Analysis

Summary/Abstract: Digital society, economic growth and scientific and technological processes result in the emergence of new marketing process risks. These risks need to be continually identified, analysed and researched to eliminate them, thus helping management in the smooth application of marketing processes. This can theoretically and practically be achieved by the modern concept of marketing audit or, more precisely, its first step, which is the risk analysis. The aim of the paper is therefore to analyse the risks and their detection in the marketing process. This is because it can hypothetically be assumed that marketing processes under the pressure of current economic development contain new risks that should be identified, selected and valued. To process such a research task, use is made of experimental application of risk analysis and Delphi method in selected participants of the marketing process. The analysis results then systematize the risks identified based on the specified scale, which can be considered as important data for strategic management and operational decisions of today’s businesses.

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