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  4. The Possibilities of Using Audit as a Tool of Marketing Control: the Case of a Polish and Ukrainian Company

The Possibilities of Using Audit as a Tool of Marketing Control: the Case of a Polish and Ukrainian Company

SMEU.
2020;
Volume 2, Number 2
: pp. 79 - 91
https://doi.org/10.23939/smeu2020.02.079
Authors:
  1. Piotr Hadrian
  2. Oksana Stets
1
Cracow University of Economics, Poland
2
Lviv Politechnic National University

The article focuses on the issue of marketing control. The immediate goal is to show, on the example of analyzed cases of enterprises, real possibilities of using a marketing audit as a tool of strategic control of marketing. As a starting point for the considerations, the author quotes the views discussed in the literature on marketing audit (which may be viewed as conceptual, structural and process models) as well as the internal audit. The provided examples of good practice in the use of audit in marketing operations control included the research done in a Polish (Grupa Azoty SA) and a Ukrainian (Pryvatne aktsionerne tovarystvo Ternopilskyy molokozavod) company.

tools
audit
marketing
methods
marketing control
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  41. Poryadok planuvannya i provedennya vnutrishnikh auditiv dokumentuvannya realizatsiji jikh rezultativ u derzhavnomu agentstvi Ukrajiny z upravlinnya zonoyu vidchuzhennya ta v ustanovakh, organizatsiyakh ta pidpriemstvakh, sistemi jogo upravlinnya [Procedure for planning and conducting internal audits, documenting, implementing their results in the State Agency of Ukraine for Exclusion Zone Management and in institutions, organizations and enterprises of its system] Retrieved from http://dazv.gov.ua/diyalnist/audytorska- diialnist/poryadok-planuvannya-i-provedennya-vnutrishnikh-auditiv-dokumentuvannya-realizatsiji-jikh-rezultativ-u- derzhavnomu-agentstvi-ukrajini-z-upravlinnya-zonoyu-vidchuzhennya-ta-v-ustanovakh-organizatsiyakh-ta- pidpriemstvakh-sistemi-jogo-upravlinnya.html (2018.11.12)).