Marketing audit as a control tool in the enterprise management system [Articol]

Abstract

Purpose of the article: This article examines the prerequisites and stages of development of one form of control marketing audit, as a tool for analyzing and assessing the business performance of various market segments. It substantiates the feasibility of using marketing audit to identify and utilize a company's marketing resources to improve its market position. Methodology: The theoretical considerations, as well as the analysis of the empirical material of a secondary and primary nature, were carried out using the method of literary studies and qualitative research methods. This research is a descriptive study with quantitative and qualitative approaches, presenting the marketing audit as a control tool with in the enterprise. Conclusions The research results consist in presenting marketing audit services as a promising area for the development of an independent form of control, since marketing audits can become one of the tools for analyzing and evaluating a business. Originality: In this article, a marketing audit will be presented as a control tool that contributes to the development of a company's marketing, as it not only allows the assessment of the current state, but can also show development prospects, even at any level of development and operation of the marketing system.