DOI: https://doi.org/10.15587/2312-8372.2018.140552

The use of audit as a tool for strategic control of marketing activities of Polish enterprises

Piotr Hadrian

Abstract


The paper is focused on marketing audit within the marketing system control. Marketing audit is one of the tools applied to assess and improve the use of marketing in corporate activity.

One of the most debatable issues is the scope of control exercised within marketing audit and the envisaged threats (including resignation from using that tool of marketing audit) as well as the ways of mitigating those issues.

Work on the paper included a narrative review of the concepts of structures of marketing audit presented in literature on the subject. The paper formulated main guidelines on the implementation of audit within the system of corporate management control. It presented the results of research on the significance and the extent of using marketing audit by the enterprises operating in Poland (descriptive review).

The obtained results of research which was conducted at various stages of the development of Polish economy lead to a general observation that the entities operating on that market have not reached the required maturity which would induce ordered, structured control activity at the strategic level. The reasons for such condition can be found:

  • in the orientation of the majority of entities to achieve current success;
  • lack of awareness of ready solutions supporting such a level of management (including control);
  • finding irrational grounds for such omission (pointing primarily to the limitations of financial, human, material, intellectual resources);
  • fear of implementing new control procedures and achieved results of such control which were not always positive.

In order to raise awareness of the marketing audit, it is recommended that this tool be promoted in the management literature. It should be advocated to use the opportunity of implementing partial audits devoted to selected elements of marketing activities. Compared with a system audit, they are simpler to carry out and less expensive. At the same time, they allow a very thorough assessment of the correctness of marketing activities of enterprises, minimizing the risk of functioning on the market.


Keywords


marketing management; strategic marketing control; marketing audit; structure of the audit; Polish enterprises.

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References


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Kotler, Ph. (2005). Marketing. Warszawa: Rebis, 711–717.

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Kowal, W. (2013). Funkcjonowanie kontroli marketingowej w polskich przedsiębiorstwach. Marketing i Rynek, 12, 17–23.

Hadrian P. (2005). Zmiany zakresu znaczeniowego pojęcia audyt marketingowy. Innowacje w Marketingu. Mlodzi o Marketingu III. Wydział Ekonomiczny. Sopot: Uniwersytet Gdański, 205–219.

Dryl, W. (2010). Audyt marketingowy. Warszawa: CeDeWu, 131–140.

Kowal, W. (2010). Kontrola skutecznosci marketingowej – problem zmienności interpretacji i pomiaru. Wroclaw: Wyd. Uniwersytetu Ekonomicznego, 144–155.

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Oxenfeldt, A. (1966). Executive Action in Marketing. Belmont: Wadsworth Publishing.

Kotler, Ph. (1976). Marketing Management. Analysis, Planning, Implementation and Control. New York: Englewood Cliffs, Prentice-Hall Inc.

Mokwa, M. P. (1986). The Strategic Marketing Audit: An Adoption/Utilization Perspective. Journal of Business Strategy, 6 (4), 88–95. doi: http://doi.org/10.1108/eb039136

Wilson, M. (1980). The Management of Marketing. Westmead: Gowe Publishing.

Cravens, D. W. (1991). Strategic marketing. New York: Irwin, 65.

Penc-Pietrzak, I. (1999). Strategiczne zarządzanie marketingiem. Warszawa: Wyd. Key Text., 18–20, 217–226.

Lambin, J.-J. (2001). Strategiczne zarządzanie marketingowe. Warszawa: Wyd. Nauk. PWN, 25–31.

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Da Gama, A. P. (2012). Marketing audits: The forgotten side of management? Journal of Targeting, Measurement and Analysis for Marketing, 20 (3-4), 212–222. doi: http://doi.org/10.1057/jt.2012.17

Brownlie, D. (1996). The conduct of marketing audits: A critical review and commentary. Industrial Marketing Management, 25 (1), 11–22. doi: http://doi.org/10.1016/0019-8501(95)00036-4

Mylonakis, J. (2003). Functions and responsibilities of marketing auditors in measuring organisational performance. International Journal of Technology Management, 25 (8), 814–825. doi: http://doi.org/10.1504/ijtm.2003.003139

Morgan, N. A., Clark, B. H., Gooner, R. (2002). Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives. Journal of Business Research, 55 (5), 363–375. doi: http://doi.org/10.1016/s0148-2963(00)00162-4

Loya, A. (2011). Marketing audit – an important tool to determine strengths and weaknesses of the companies excel. International Journal of Multidisciplinary Management Studies, 1 (2), 92–108

Radulescu, V., Cetina, I. (2012). Customer Analysis, Defining Component of Marketing Audit. Procedia – Social and Behavioral Sciences, 62, 308–312. doi: http://doi.org/10.1016/j.sbspro.2012.09.050

Pankova, S. V., Pasechnikova, L. V. (2013). Sushhnost' audita marketinga i protsedury ego provedeniya. Mezhdunarodnyy bukhgalterskiy uchet, 16 (7 (253)), 22–30.

Lipnicka, D., Dado, J. (2013). Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View). Journal of Competitiveness, 5 (4), 26–42. doi: http://doi.org/10.7441/joc.2013.04.02

Korobov, O. V. (2010). Marketingovyy audit na predpriyatiyakh izdatel'skoy otrasli: puti modernizatsii. Ekonomicheskiy analiz: teoriya i praktika, 9 (28), 59–64.

Tyurin, D. V. (2012). Marketingovyy audit v rossiyskikh kompaniyakh: vidy, formy i metody provedeniya. Menedzhment segodnya, 1 (67), 36–50.

Kowal, W. (2011). Marketing audit as an instrument of marketing control: empirical research of Polish enterprises. Management sciences, 9, 107–130.

Kowal, W. (2013). System kontroli marketingowej w świetle wyników badań polskich przedsiębiorstw. Marketing i rynek, 3, 17–24.

Dryl, W. (2010). Audyt marketingowy. Warszawa: CeDeWu, 228.

Bulyga, R. P., Mel'nik, M. (2013). Audit biznesa. Praktika i problemy razvitiya. Moscow: Yuniti-Dana, 263.

Bachnik, K.; Skowronek-Mielczarek, A. (Ed.) (2018). Audyt marketingowy w małych i średnich przedsiębiorstwach. Audyt biznesowy w działalności małych i średnich przedsiębiorstw. Warszawa: Oficyna Wydawnicza – SGH Szkoła Główna Handlowa w Warszawie, 109–138.

Hadrian, P. (2013). Outsourcing audytu marketingowego. Handel wewnętrzny, 1, 121–126.


GOST Style Citations


Globalizacja. Strategia i zarządzanie / Stonehouse G. et. al. Warszawa: Felberg SJA, 2001. 200 p.

Kotler Ph. Marketing. Analiza, planowanie, wdrażanie i kontrola. Warszawa: Gebethner i S-ka, 1994. P. 683, 694–703.

Kotler Ph. Marketing. Warszawa: Rebis, 2005. P. 711–717.

Strzyżewska M., Roszkiewicz M. Analizy marketingowe. Warszawa: Difin, 2002. 17 p.

Kowal W. Funkcjonowanie kontroli marketingowej w polskich przedsiębiorstwach // Marketing i Rynek. 2013. Issue 12. P. 17–23.

Hadrian P. Zmiany zakresu znaczeniowego pojęcia audyt marketingowy // Innowacje w Marketingu. Mlodzi o Marketingu III. Wydzial Ekonomiczny. Sopot: Uniwersytet Gdanski, 2005. P. 205–219.

Dryl W. Audyt marketingowy. Warszawa: CeDeWu, 2010. P. 131–140.

Kowal W. Kontrola skutecznosci marketingowej – problem zmiennosci interpretacji i pomiaru. Wroclaw: Wyd. Uniwersytetu Ekonomicznego, 2010. P. 144–155.

Shuchman A. The marketing audit: Its nature, purposes and problems / ed. by Newgarden A., Bailey E. R. // Analyzing and Improving Marketing Performance. „Marketing Audits” In Theory and Practice. Report No 32. New York: American Management Associations, 1959. P. 11–19.

Oxenfeldt, A. Executive Action in Marketing. Belmont: Wadsworth Publishing, 1966.

Kotler Ph. Marketing Management. Analysis, Planning, Implementation and Control. New York: Englewood Cliffs. Prentice-Hall Inc., 1976.

Mokwa M. P. The Strategic Marketing Audit: An Adoption/Utilization Perspective // Journal of Business Strategy. 1986. Vol. 6, Issue 4. P. 88–95. doi: http://doi.org/10.1108/eb039136 

Wilson M. The Management of Marketing. Westmead: Gowe Publishing, 1980.

Cravens D. W. Strategic marketing. New York: Irwin, 1991. 65 p.

Penc-Pietrzak I. Strategiczne zarządzanie marketingiem. Warszawa: Wyd. Key Text, 1999. P. 18–20, 217–226.

Lambin J.-J. Strategiczne zarządzanie marketingowe. Warszawa: Wyd. Nauk. PWN, 2001. P. 25–31.

Piercy N. Market – Led Strategic Change. Oxford: Butterworth-Heinemann, 1983. 118 p.

Piercy N. Marketing. Strategiczna reorientacja firmy. Warszawa: Felberg SJA, 2003. P. 230–234.

McDonald M. H. B., Wilson H. Marketing Plans: haw to prepare them; how to use them. Chichester: John Wiley & Sons Ltd., 2011. Ch. 4. 573 p.

Baker M. The strategic marketing plan Audit. A detailed top management Review of Every aspect of your company’s marketing strategy. Axminster: Cambridge Strategy Publications Ltd., 2010.

Tvede L., Ohnemus P. Marketing strategies for the New Economy. Chichester: John Wiley & Sons Ltd., 2001. P. 107–182.

Principles of marketing / Kotler Ph. et. al. London: Prentice Hall Europe, 1999. P. 111–112, 118.

Kotler Ph., Keller K. L. Marketing. Poznań: Dom Wydawniczy REBIS, 2014. P. 694–695.

Köhler R. Marketing-Controlling: Konzepte und Methoden / ed. by Reinecke S., Tomczak T. // Handbuch Marketingcontrolling: Marketing als Motor von Wachstum und Erfolg. Frankfurt – Wien: Gabler, 2006. P. 39–61. doi: http://doi.org/10.1007/978-3-8349-9335-9_2 

Wilson R. M. S., Giligan C. Strategic marketing management. Planning, implementation & control. Oxford, Boston: Elsevier Butterworth-Heinemann on behalf of the Chartered Institute of Marketing, 2005.

Wilson A. The marketing audit handbook. Tools, techniques & checklists to exploit your marketing resources. London: Kogan Page, 2002. 306 p.

Kotler P. Kotler o marketingu. Jak tworzyć, zdobywać i dominować na rynkach. Gliwice: Wyd. Helion / Onepress. 2010. P. 291–313.

Da Gama A. P. Marketing audits: The forgotten side of management? // Journal of Targeting, Measurement and Analysis for Marketing. 2012. Vol. 20, Issue 3-4. P. 212–222. doi: http://doi.org/10.1057/jt.2012.17 

Brownlie D. The conduct of marketing audits: A critical review and commentary // Industrial Marketing Management. 1996. Vol. 25, Issue 1. P. 11–22. doi: http://doi.org/10.1016/0019-8501(95)00036-4 

Mylonakis J. Functions and responsibilities of marketing auditors in measuring organisational performance // International Journal of Technology Management. 2003. Vol. 25, Issue 8. P. 814–825. doi: http://doi.org/10.1504/ijtm.2003.003139 

Morgan N. A., Clark B. H., Gooner R. Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives // Journal of Business Research. 2002. Vol. 55, Issue 5. P. 363–375. doi: http://doi.org/10.1016/s0148-2963(00)00162-4 

Loya A. Marketing audit – an important tool to determine strengths and weaknesses of the companies excel // International Journal of Multidisciplinary Management Studies. 2011. Vol. 1, Issue 2. P. 92–108

Radulescu V., Cetina I. Customer Analysis, Defining Component of Marketing Audit // Procedia – Social and Behavioral Sciences. 2012. Vol. 62. P. 308–312. doi: http://doi.org/10.1016/j.sbspro.2012.09.050 

Pankova S. V., Pasechnikova L. V. Sushhnost' audita marketinga i protsedury ego provedeniya // Mezhdunarodnyy bukhgalterskiy uchet. 2013. Vol. 16, Issue 7 (253). P. 22–30.

Lipnicka D., Dado J. Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View) // Journal of Competitiveness. 2013. Vol. 5, Issue 4. P. 26–42. doi: http://doi.org/10.7441/joc.2013.04.02 

Korobov O. V. Marketingovyy audit na predpriyatiyakh izdatel'skoy otrasli: puti modernizatsii // Ekonomicheskiy analiz: teoriya i praktika. 2010. Vol. 9, Issue 28. P. 59–64.

Tyurin D. V. Marketingovyy audit v rossiyskikh kompaniyakh: vidy, formy i metody provedeniya // Menedzhment segodnya. 2012. Issue 1 (67). P. 36–50.

Kowal W. Marketing audit as an instrument of marketing control: empirical research of Polish enterprises // Management sciences. 2011. Issue 9. P. 107–130.

Kowal W. System kontroli marketingowej w świetle wyników badań polskich przedsiębiorstw // Marketing i rynek. 2013. Issue 3. P. 17–24.

Dryl W. Audyt marketingowy. Warszawa: CeDeWu, 2010. 228 p.

Bulyga R. P., Mel'nik M. Audit biznesa. Praktika i problemy razvitiya. Moscow: Yuniti-Dana, 2013. 263 p.

Bachnik K. Audyt marketingowy w małych i średnich przedsiębiorstwach / ed. by Skowronek-Mielczarek A. // Audyt biznesowy w działalności małych i średnich przedsiębiorstw. Warszawa: Oficyna Wydawnicza – SGH Szkoła Główna Handlowa w Warszawie, 2018. P. 109–138.

Hadrian P. Outsourcing audytu marketingowego // Handel wewnętrzny. 2013. Vol. 1. P. 121–126.







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ISSN (print) 2664-9969, ISSN (on-line) 2706-5448