The place of marketing audit in the complex system of audit at enterprises: a modern view on the problem

Natalia Andryeyeva
Doctor of Economics, Professor, Department of Marketing, Odessa National Economic University, E-mail:andreeva.n.n@mail.ru

Daria Zinkovska
Postgraduate student, Department of Marketing, Odessa National Economic University, E-mail:dasha.zinkowskaya@yandex.com

Cite this article:

Andryeyevа, N., Zinkovskа, D. (2015), The place of marketing audit in the complex system of audit at enterprises: a modern view on the problem. Ed.: M. Zveryakov (ed.-in-ch.) and others [Rol marketinhu v systemi audytorskoi diialnosti pidpryiemstva: suchasnyi pohliad na problematyku; za red.: M. I. Zveryakova (gol. red.) ta in.], Socio-economic research bulletin (ISSN 2313-4569), Odessa National Economic University, Odessa, Issue 1, No. 56, pp. 11–18.

Abstract

The article considers the reasons which necessitate the studying and practical application of marketing audit in modern conditions, analyses a lot of approaches of different authors to definition of the «marketing audit», which are generalized and systematized, considers interrelation of marketing audit with other types of audit of the enterprise, proposes the author’s view of marketing audit concept formation. Two groups of the principles of carrying out marketing audit on the basis of the offered definition were allocated and criteria’s for adoption of effective marketing decisions were defined.

Keywords

marketing audit; marketing; social audit; environmental audit; monitoring of the market; competitiveness.

JEL classification: M300; D400

UD classification: 631.1.027:65.01+06.047

References

1. Koryahina, S. V., Коryahin, M. V. (2014), Marketing audit [Marketynhovyi audyt], Tsentr uchbovoi literatury, Kyiv, 320 p. (ukr)
2. «About auditor activity: Legal act of Ukraine, No. 3125-XII, 22.04.1993» [Pro audytorsku diialnist: Zakon Ukainy], available at: http://zakon4.rada.gov.ua/laws/show/3125-12 (ukr)
3. Bagiev, G. L., Таrasevich, V. М., Аnn, Х. (2001), Marketing. Ed. G. L. Bagiev. 2nd ed. [Marketing; pod red. G. L. Bagievа; 2-e izd.], Economy, Moscow, 712 p. (rus)
4. Beliavtsev, M. I., Vorobiev, V. M., Kuznetsov, V. G. (2006), Marketing Management [Marketynhovyi menedzhment], Donetsk National University, Donetsk, 407 p. (ukr)
5. Blythe, J. (2003), Principles of Marketing [Pryntsypy marketynhu], Knowledge-Press, Kyiv, 493 p.(ukr)
6. Golubkov, E. P. (2006), Fundamentals of Marketing [Osnovy marketinga], Fynpress, Moscow, 659 p.(rus)
7. Kotler, F. (2003), Marketing Management [Marketyngovyi menedzhment], Piter, St. Petersburg, 464 p. (rus)
8. Loya, A. (2011), Marketing audit – an important tool to determine strengths and weaknesses of the companies. International Journal of Multidisciplinary Management Studies, No. 1 (2), рр. 92–108.
9. McDonald, M. (2000), Strategic Planning Marketing. Trans. from Eng. M. Bugaev [Strategicheskoe planirovanie marketinga; per. s аngl. М. Bugaevа], Piter, St. Petersburg, 266 p. (rus)
10. Soloviev, V. A., Drynochkin, A. V. (2010), Managing the marketing process: monograph [Upravlenie marketingovym protsessom: monografiya], East-West, Moscow, 192 p. (rus)
11. Wilson, O. (2003), The audit of marketing. Trans. from Eng. O. Teplykh [Audit marketinha; per. s аngl. О. Teplykh], Balance Club, Dnepropetrovsk, 368 p. (ukr)
12. Shkardun, V. D. (2003), Executors of marketing audit [Ispolniteli marketingovogo audita], Marketing and marketing research, No.2, pp. 50–59 (rus)
13. «About ecological auditing: Legal act of Ukraine, No. 1862-IV, 24.06.2004» [Pro ecologichnyi audyt: Zakon Ukainy, No. 1862-IV, 24.06.2004], available at: http://zakon4.rada.gov.ua/laws/show/1862-15.
14. Grigoruk, P. M. (2014), Practical aspects of evaluation effectiveness of marketing solutions [Prakticheskie aspekty otsenki effektivnosti marketingovykh resheniy], Science and economy, Varna, No. 2, pp. 50–59 (rus)