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The Role of Product Audit Policy in Increasing Organizational Performance

Author

Listed:
  • Violeta Rădulescu

    (The Bucharest University of Economic Studies, Romania)

  • Anca Francisca Cruceru

    (The Bucharest University of Economics Studies, Romania)

Abstract

In terms of markets more competitive, competitive advantage becomes a problem getting increasingly more difficult. Offer organization is the first element that can provide differentiation from competitors, the organization should regularly monitor the performance of their products in the market to achieve its objectives. Marketing decisions regarding product policy of the organization should be made after a comprehensive analysis within specific steps of strategic marketing planning. It is necessary, therefore a thorough analysis of the product portfolio of the organizations. In this regard an important role hold product audit policy and brand audit. This paper aims to present the steps and methods to be used for effective analysis of the product portfolio of the organization to effective competition on the relevant market.

Suggested Citation

  • Violeta Rădulescu & Anca Francisca Cruceru, 2012. "The Role of Product Audit Policy in Increasing Organizational Performance," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 12(3), pages 223-230.
    • Handle: RePEc:pet:annals:v:12:y:2012:i:3:p:223-230
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    More about this item

    Keywords

    strategic marketing planning; marketing audit; product audit; brand audit portfolio planning model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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