Маркетинговий аудит підприємства: методичні аспекти уніфікації процедури стратегування та оцінки ефективності

Natalya Andryeyeva; Daria Zinkovska

doi:10.33987/vsed.1(65).2018.70-78

Authors

Natalya Andryeyeva Odessa National Economic University, Ukraine https://orcid.org/0000-0002-9960-559X
Daria Zinkovska Odessa National Economic University, Ukraine https://orcid.org/0000-0002-1795-3946

DOI:

https://doi.org/10.33987/vsed.1(65).2018.70-78

Keywords:

marketing, marketing audit, marketing strategy, strategizing, strategic management

Abstract

The article considers the place of marketing audit in the system of strategic management of the enterprise. Study of the essence of the concept of marketing audit is conducted by the authors and their own interpretation of this term is proposed. The main directions of marketing audit are identified and structural units, which are responsible for providing the relevant materials for analysis, are determined. The procedure and algorithm of audit of strategic management of enterprise’s marketing activity are determined and each of the selected stages is considered in detail. It is proposed to use the results of marketing audit in the process of enterprise strategizing. The methodical approach for assessment of effectiveness, which involves the construction of a matrix of the effectiveness of strategic management of enterprises’ marketing activities, is proposed. This matrix can be used as the basis for the further improvement of marketing policy and strategic decision-making

Author Biographies

Natalya Andryeyeva, Odessa National Economic University

Doctor of Economics, Professor of Marketing Department

Daria Zinkovska, Odessa National Economic University

Lecturer of Marketing Department

References

Andryeyeva, N. M., Zinkovska, D. V. (2015). The role of marketing in the system of audit activity of the enterprise: a modern view on the problems [Rol marketynhu v systemi audytorskoi diialnosti pidpryiemstva: suchasnyi pohliad na problematyku], Vìsnik socìal’no-ekonomìčnih doslìdžen’, No. 1, s. 11–18 [in Ukrainian]

Grygoruk, P. M. (2014). Practical aspects of evaluating the effectiveness of marketing decisions [Prakticheskie aspekty otsenki effektivnosti marketingovykh resheniy], Varna, Nauka i ekonomika, No. 2, s. 54–58 [in Russian]

Maiorova, N. I. (2012). Strategic audit of marketing in system of enterprise control [Stratehichnyi audyt marketynhu u systemi kontroliu pidpryiemstva], Ekonomichni nauky, No. 9, s. 325–332 [in Ukrainian]

Chaika, E. V. (2010). Marketing audit of a company: foreign method of audit of company’s marketing activities [Marketingovyi audit kompanii: zarubezhnaya metodika audita marketingovoi deyatelnosti kompanii], Rossiyskoe predprinimatelstvo, No. 2, s. 82–87 [in Russian]

Lohvina, Yu. M. (2010). Audit of strategic management of enterprises’ marketing activities [Audyt stratehichnoho upravlinnia marketynhovoiu diialnistiu pidpryiemstv], Visnyk Khmelnytskoho natsionalnoho universytetu, No. 4, s. 192–197 [in Ukrainian]