МАРКЕТИНГОВ ОДИТ
MARKETING AUDIT

Author(s): Plamen Iliev
Subject(s): Business Economy / Management, Accounting - Business Administration
Published by: Икономически университет - Варна
Keywords: Audit; Marketing; Control; Planning; Strategies
Summary/Abstract: The report examines the functions of management, through the prism of marketing and in the aspect that these functions are also subject to control. As an indispensable part of marketing, marketing audit evaluates how it works. Whether the organization of work, the existing rules and procedures provide the necessary prerequisites for achieving the marketing objectives and do not increase the risks to the inherent market risks, and the marketing control assessesthe achieved market results, the marketing costs incurred and the degree of achievement of the marketing goals. The marketing audit, as part of the internal audit, is the means of constant, independent and objective evaluation of the adequacy of the organization of the marketing activity and of the decisions and actions of the collaborators from the units that carry out the marketing activity of the company.

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