Determining Efficiency of Auditing the Marketing Activity

The article considers the essence, determination and assessment of efficiency of the audit of the marketing activity. It studies the existing practice and quality of independent examination with the purpose of identification of advantages and shortcomings. As a result, the article identifies main principles of the audit at an enterprise in order to make marketing activity mode effective and profitable. The article justifies that, apart from the use of the procedures of assessment of efficiency, it is important to use a system of criteria, which help to determine correspondence of the audit with the set strategic goals, optimise the process of co-ordination with the risk management service, and develop an efficient system of advanced training and motivation of personnel. The further studies of this problem should go in the direction of determination of what wording the auditor should use when presenting the final product of his or her work, how auditors see this process of obtaining objective data and what criteria the users and auditors consider to be acceptable.