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The growing complexity of the current market environment needs a more systematic evaluation process of the organizational marketing performance to deal with the dynamic market. This paper deals with marketing audit as a comprehensive assessment of all angles of marketing operation in an organization and also deals with systematic evaluation of plans, objectives, strategies, activities and organizational structure as well as marketing staff.

vedecké práce materiálovotechnologickej fakulty slovenskej technickej univerzity v bratislave so sídlom v trnave/vedecké práce materiálovotechnologickej fakulty slovenskej technickej univerzity v bratislave so sídlom v trnave

The Marketing Audit as a Method of the Evaluation of the Marketing Plan