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Risk Audit of Marketing Communication

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  • Vaclav Kupec

Abstract

With the continued growth in the business environment and Industry 4.0 companies are taking new business opportunities while facing new business risks at the same time. Risk management tools include a modern audit, which evaluates risk through analytical approaches.The objective of this article is therefore to verify the analytical possibilities of the audit to detect and eliminate the selected risks. The methodological processing of this goal is addressed by analysing the risks of marketing communication and audit testing on the Generation Z sample for which the on-line environment is part of everyday life.Audit results reveal specific risks in marketing communications and suggest recommendations for their adequate reduction. These recommendations can then be used to innovate marketing strategies.

Suggested Citation

  • Vaclav Kupec, 2018. "Risk Audit of Marketing Communication," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 125-132.
    • Handle: RePEc:ers:journl:v:xx:y:2017:i:3b:p:125-132
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    File URL: https://www.ersj.eu/dmdocuments/2018_XXI_1_11.pdf
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    References listed on IDEAS

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    1. O.A. Novokreshchenova & N.A. Novokreshchenova & S.E. Terehin, 2016. "Improving Bank’s Customer Service on the Basis of Quality Management Tools," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 19-38.
    2. Vaclav Kupec, 2017. "Digital Possibilities of Internal Audit," ACTA VSFS, University of Finance and Administration, vol. 11(1), pages 28-44.
    3. Nikolaos Theriou & Vassilis Aggelidis, 2014. "Management Accounting Systems, Top Management Team’s Risk Characteristics and Their Effect on Strategic Change," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 3-38.
    4. E.S. Akopova & N.V. Przhedetskaya & P.V. Taranov & L.N. Roshchina, 2017. "Marketing Mechanisms for the Development of Transport Infrastructure of Russia and the EU," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 188-197.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Václav Kupec & Michal Lukáč & Peter Štarchoň & Gabriela Pajtinková Bartáková, 2020. "Audit of Museum Marketing Communication in the Modern Management Context," IJFS, MDPI, vol. 8(3), pages 1-13, July.
    2. Zdenko Stacho & Katarina Stachova & Michal Lukac & Vaclav Kupec & Nadezda Petru, 2023. "Management Reflections on Innovations in Digitalization, with an Emphasis on Degree of Work Autonomy," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 26(1), pages 78-93, March.
    3. Kalieva О.М. & Karelin N.V., 2019. "Marketing Management in Urban Passenger Transportation Innovations," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 2), pages 211-220.
    4. repec:ers:journl:v:volumexxi:y:2018:i:issue4:p:109-118 is not listed on IDEAS
    5. Miroslav Pavlak & Nadezda Petru, 2018. "Start-up Ecosystem Support in the Czech Republic," ACTA VSFS, University of Finance and Administration, vol. 12(2), pages 165-190.
    6. A.K. Zhukova & A.L. Zhukov, 2018. "Materiality in Audit of Financial Reporting Party Conducting Accounting of Joint Activity," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 109-118.
    7. Václav Kupec & Přemysl Písař & Michal Lukáč & Gabriela Pajtinková Bartáková, 2021. "Conceptual Comparison of Internal Audit and Internal Control in the Marketing Environment," Sustainability, MDPI, vol. 13(12), pages 1-18, June.
    8. Václav Kupec & Michal Lukáč & Přemysl Písař & Katarína Gubíniová, 2020. "Increasing Personnel Competencies in Museums with the Use of Auditing and Controlling," Sustainability, MDPI, vol. 12(24), pages 1-16, December.

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    More about this item

    Keywords

    Assessment; Audit; Communication; Marketing; Risk. JEL Code: G32; M31; M42.;
    All these keywords.

    JEL classification:

    • G32 - Financial Economics - - Corporate Finance and Governance - - - Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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