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The Various Models of Marketing Audit

Author

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  • Hadrian Piotr

    (Cracow University of Economics, College of Management Sciences and Quality, Institute of Management, Rakowicka Street 27, 31-510Krakow, Poland)

Abstract

This paper examines the problem of marketing control. The goal of the article is a scientific reflection on the model presentation of marketing audit. Review of the marketing literature on marketing audit presents various conceptual, structural or process models. Yet, these proposals did not play a role significant enough so that auditing would become a widely used marketing control tool. That is why, author presents an outline of the proprietary marketing audit model which (in conceptual and semantic approach), thanks to specifying the strategic nature of this control tool, can stimulate its popularization in marketing management practice. The conceptual model presents in an descriptive and graphic form the audit architecture, endogenous conditions (orientation, excellence, strategy, tactical and operational control), components of the audit activities and the planes of the assessment being carried out. The semantic model defines marketing audit as a logical and resulting system, which, by using the possibilities offered by specific control methods, allows for comprehensive, structured, regular, objective, independent and professional contextual assessment (preparation and implementation of marketing strategies). These models are a stimulus for discussion and further search for optimal ways of marketing control, both on a methodological and pragmatic level.

Suggested Citation

  • Hadrian Piotr, 2020. "The Various Models of Marketing Audit," Marketing of Scientific and Research Organizations, Sciendo, vol. 37(3), pages 51-72, September.
    • Handle: RePEc:vrs:mosaro:v:37:y:2020:i:3:p:51-72:n:4
    DOI: 10.2478/minib-2020-0022
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    References listed on IDEAS

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    1. Bruce H. Clark, Tim Ambler, 2001. "Marketing performance measurement: evolution of research and practice," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 3(2/3/4), pages 231-244.
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    More about this item

    Keywords

    marketing control; marketing audit; marketing audit model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M42 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Auditing

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