Abstract — The purpose of the article is to identify problems in the Ukrainian and European consulting markets, outline key trends and prospects for Ukrainian consulting companies based on the application of European experience.
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.