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Journal articles on the topic 'Marketing audit'

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Published: 4 June 2021
Last updated: 31 May 2022

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1

Johnson, Pamela. "Marketing Audit:." Journal of Ambulatory Care Marketing 1, no. 2 (June 12, 1987): 1–7. http://dx.doi.org/10.1300/j273v01n02_01.

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2

Krull, Alan. "Marketing information systems audit." Computers & Security 14, no. 5 (January 1995): 423. http://dx.doi.org/10.1016/0167-4048(96)90047-4.

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3

MARIĆ, DRAŽEN, and PAVLE PARNICKI. "AUDIT ANALYSIS OF ENRON ELECTRIC POWER CORPORATION THROUGH THE PRISM OF MARKETING (NON) ETHICS." Kultura polisa, no. 45 (July 3, 2021): 335–45. http://dx.doi.org/10.51738/kpolisa2021.18.2r.5.01.

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In the scientific research work, under the above title, we dealt with the analysis of the already performed audits of the business of the American electric power corporation Enron which went bankrupt. We did a similar analysis through the prism of the already existing triangular connection on the relation: absence of moral vertical (by vocation, above all, business provenance) - greed - incompetence (we can say, unprofessionalism), ie. marketing unethics. Primarily, the emphasis was on the audit of Enron's financial and accounting reports but inevitably there was also an audit of compliance with the legal procedure, precisely during the procurement of certain resources necessary for business and finally an operational audit was performed, that is, an audit of the entire business. Using the technique of in-depth recording of the business vs. financial situation, in fact already performed audits, we tried to scan first and then to explain the correlation of neuralgic points which led to its bankruptcy. By pointing out the connections of at least harmful influences as well as their scope and intensity we try to , by using qualitative analysis, positively influence other current ones or corporations which will only enter the market scene
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4

Putritamara, Jaisy Aghniarahim, Zaenal Fanani, Umi Wisaptiningsih, and N. Febrianto. "Pengaruh Audit Operasional Fungsi Pemasaran dan Pengendalian Internal terhadap Efektivitas Pelayanan Konsumen PT. Kembang Joyo Sriwijaya." Jurnal Ilmu dan Teknologi Peternakan Tropis 6, no. 3 (September 25, 2019): 313. http://dx.doi.org/10.33772/jitro.v6i3.7224.

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ABSTRAK Tujuan penelitian menganalisis model struktural dari pengaruh audit operasional fungsi pemasaran dan pengendalian internal terhadap efektivitas pelayanan konsumen. Responden dalam penelitian ini adalah Manajer pemasaran dan staff di wilayah Malang serta Palembang sebanyak 30 responden dan divisi administrasi dalam recording serta auditor dan auditee (yang tidak termasuk kategori responden 30 orang) sebanyak 20 orang sehingga total responden sebanyak 50 orang. Analisis data dengan Structural Equation Modelling (SEM) warpPLS. Audit operasional fungsi pemasaran dan pengendalian internal memiliki pengaruh terhadap efektivitas pelayanan sebesar 87%. Hasil audit operasional memiliki hasil temuan di dalam audit operasional fungsi pemasaran yang dinyatakan closed oleh auditor kepada auditee yang artinya temuan tersebut telah memiliki solusi yang dapat meningkatkan kualitas pemasaran produk dan telah memiliki umpan balik positif dimana hasil tersebut berdampak positif pada efektivitas pelayanan konsumen. Bentuk pengendalian internal melalui aktivitas pengendalian dan pengawasan pada fungsi pemasaran yang telah diterapkan oleh pimpinan perusahaan meliputi pengendalian efektifitas program pemasaran melalui aktivitas dan pengawasan pemasaran, pengendalian strategi pemasaran yang dilakukan secara online dan offline, pegendalian keuntungan dan rentabilitas dalam kegiatan pemasaran dan pengendalian efisiensi pemasaran melalui personal selling yang dilakukan oleh sales di setiap outlet sehingga manajer pemasaran melakukan pengenalan pada setiap sumber pemasaran dalam meningkatkan prestasi marketing.Kata Kunci: audit, efektivitas, madu, pelayanan, pemasaran, pengendalianABSTRACTThe purpose of this study was to analyze the structural model of the effect of the operational audit of marketing and internal control functions on the effectiveness of customer service. Respondents in this study were marketing managers and staff in Malang and Palembang as many as 30 respondents and the administrative division in recording and auditors and auditees (which do not belong to the category of respondents 30 people) as many as 20 people so that the total respondents were 50 people. Data analysis using Structural Equation Modeling (SEM) warpPLS. The operational audit of marketing and internal control functions has an effect on service effectiveness by 87%. The results of operational audits have findings in operational audits of the marketing function that are declared closed by the auditor to the auditee, which means that the findings already have solutions that can improve the quality of product marketing and have positive feedback where the results have a positive impact on the effectiveness of customer service. Forms of internal control through control and supervision activities on the marketing functions that have been implemented by company leaders include controlling the effectiveness of marketing programs through marketing activities and supervision, marketing strategy control that was carried out online and offline, profit and profitability control in marketing activities and controlling marketing efficiency through personal selling conducted by sales at each outlet so that marketing managers make an introduction to each marketing source in improving marketing achievements.Keywords: audit, control, effectiveness, honey, marketing, service
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5

KLINČEKOVÁ, SILVIA, and JARMILA ŠALGOVIČOVÁ. "ROLE OF MARKETING AUDIT AND VALUE OF INFORMATION." International Journal for Innovation Education and Research 2, no. 1 (January 31, 2014): 8–13. http://dx.doi.org/10.31686/ijier.vol2.iss1.132.

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The paper deals with marketing audit and the importance of valued information which can contribute to the detection of opportunities and threats in the market. The introductory chapter of this article deals with the definition of marketing audit, individual characteristics and properties of the marketing audit. In further, we describe the methods and components of marketing audit. Then we point out the process of implementation for marketing audit. The article also contains a definition of information and its value in the marketing audit.
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6

KLINČEKOVÁ, SILVIA, and JARMILA ŠALGOVIČOVÁ. "ROLE OF MARKETING AUDIT AND VALUE OF INFORMATION." International Journal for Innovation Education and Research 2, no. 3 (March 31, 2014): 108–14. http://dx.doi.org/10.31686/ijier.vol2.iss3.159.

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The paper deals with marketing audit and the importance of valued information which can contribute to the detection of opportunities and threats in the market. The introductory chapter of this article deals with the definition of marketing audit, individual characteristics and properties of the marketing audit. In further, we describe the methods and components of marketing audit. Then we point out the process of implementation for marketing audit. The article also contains a definition of information and its value in the marketing audit.
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7

Bustos-Contell, Elisabeth, Luis Porcuna-Enguix, José Serrano-Madrid, and Gregorio Labatut-Serer. "Female audit team leaders and audit effort." Journal of Business Research 140 (February 2022): 324–31. http://dx.doi.org/10.1016/j.jbusres.2021.11.003.

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8

Kupec, Vaclav. "Risk Audit of Marketing Communication." EUROPEAN RESEARCH STUDIES JOURNAL XXI, Issue 1 (November 1, 2018): 125–32. http://dx.doi.org/10.35808/ersj/935.

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9

Semyonova, S. V., and D. A. Kuznetsov. "Features of pharmaceutical marketing audit." Pharmacoeconomics: theory and practice 6, no. 1 (March 15, 2018): 73–74. http://dx.doi.org/10.30809/phe.1.2018.37.

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10

Enis, Ben M., and Stephen J. Garfein. "The Computer-Driven Marketing Audit." Journal of Management Inquiry 1, no. 4 (December 1992): 306–17. http://dx.doi.org/10.1177/105649269214005.

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11

Reichborn-Kjennerud, Kristin, and Åge Johnsen. "Performance Audits and Supreme Audit Institutions’ Impact on Public Administration: The Case of the Office of the Auditor General in Norway." Administration & Society 50, no. 10 (December 31, 2015): 1422–46. http://dx.doi.org/10.1177/0095399715623315.

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Performance audit is widespread but contested. The “audit society” proposition holds that audits are rituals producing comfort, whereas the “mandatory audit” proposition in public policy presumes that audits have positive impacts. Common to both propositions is the lack of empirical evidence of audit impact. This article analyzes survey data of the auditees’ tendency to make changes as a consequence of Supreme Audit Institutions’ performance audits. Civil servants who had experienced performance audits responded that ministries and agencies tend to make changes, but instrumental, institutional, and political factors have an effect on the institution’s propensity to make changes.
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12

Hadrian, Piotr. "The Various Models of Marketing Audit." Marketing of Scientific and Research Organizations 37, no. 3 (September 1, 2020): 51–72. http://dx.doi.org/10.2478/minib-2020-0022.

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AbstractThis 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.
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13

Yepifanova, Iryna. "Marketing audit: the essence and implementation mechanism." Marketing and Digital Technologies 4, no. 4 (December 25, 2020): 71–81. http://dx.doi.org/10.15276/mdt.4.4.2020.5.

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The aim of the article. Marketing has long ceased to be a stimulating sales force, becoming the flagship of the company's course to meet the needs of the target audience. Many companies are aware of the urgent need to periodically review the status of their marketing operations to ensure proper management and, as a result, to remain competitive and achieve their goals. Fewer companies approach the step of control in marketing, not paying the necessary attention and not realizing the complexity of the process, especially in times of economic and social crisis. Today, more and more companies are realizing the need not only for a crisis audit of marketing operations, but also for a marketing audit. The purpose of the research is to study in practice the marketing audit implementation specifics in conditions of anti - crisis enterprise management and the necessity to improve business efficiency. To achieve the stated purpose goal, it is required to solve a number of tasks, in particular: to investigate the existing methodological toolkit of enterprise’ marketing policy and strategy effectiveness assessment; analyze the disadvantages and advantages of existing toolkit; provide the suggestions regarding marketing audit conducting and application of its results in the conditions of the anti-crisis enterprise management concept implementing (on the example of Ukrainian enterprises and international groups of companies). The results of the analyses. The implementation of the tasks set before the study allowed to obtain the following results: the existing methodological tools are analysed and the possibilities of its application in the work of the auditor during the marketing audit are determined; it is proved that the efficiency of the enterprise is a complex task, which consists not only of analysing the reserves of profitability, but also of analysing the effectiveness of marketing strategy of the company, entering new products and new products. Current practice shows that the following mandatory elements must be observed: marketing audit should be comprehensive. The audit should cover all areas of marketing, not just those areas where the problem is already perceived, or those areas where the team knows that they are superior. A holistic audit is the best way to unlock opportunities and can identify previously unknown reserves for profitability growth; marketing audit should be systematic. Order and efficiency are key elements of a successful marketing audit. In order to prevent gaps, it is necessary to take into account the characteristics of each environment, principles, strategies and activities of each structural element of the organization to be audited; marketing audit should be regular and periodic. Conclusions and perspectives for further research. During the study, the goal was achieved and the mechanism of marketing audit at the enterprise was determined through the establishment of step-by-step instructions with examples (Ukrainian and international companies). The study allowed to identify and justify the feasibility of further research and research in such areas as the industry specifics of the application of marketing audit tools; expediency of development of methodical documents on carrying out marketing audit and features of the organization of marketing audit at the enterprise (development of internal organizational and administrative documents). Key words: marketing audit, efficiency of the enterprise, filter model, marketing organization, competitive environment
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14

Kupec, Václav, Přemysl Písař, Michal Lukáč, and Gabriela Pajtinková Bartáková. "Conceptual Comparison of Internal Audit and Internal Control in the Marketing Environment." Sustainability 13, no. 12 (June 12, 2021): 6691. http://dx.doi.org/10.3390/su13126691.

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There is a conceptual problem in the adequate application of internal audit and internal control in the real business of the marketing environment. Although both of these managerial tools are theoretically defined, they are practically interchangeable in business. This limits their application. It is therefore necessary to focus on both concepts and make the theory and practice more precise or remove any overlaps. The aim of this paper is therefore a theoretical and practical comparison of internal audit and internal control concepts in the marketing environment. To fulfil this purpose and verify the hypotheses, this paper uses computer assisted self interviewing. The research was conducted in Q1 2021 with a sample of 3052 small and medium enterprises from the international environment of the EU 27. The research conclusions show a strong correlation of the theoretical perception of the terms of internal audit and internal control. At the same time, they show a weak correlation with the audit and control tools used in practice. They also define audit as planned independent assurance (soft consultation) and control as operational managerial assurance (hard comparison). This defines and clarifies scientific theories for managerial practice, thus enhancing and increasing the efficiency of internal audits and internal control in the business environment.
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15

Kolomytseva, Olena, Tetiana Burtseva, Tetiana Palonna, and Svitlana Boiko. "ECONOMIC AND MATHEMATICAL MODELING AND INFORMATION TECHNOLOGIES IN MARKETING AUDIT." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences, no. 60 (April 19, 2021): 5–13. http://dx.doi.org/10.24025/2306-4420.1.60.2021.229173.

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The article is devoted to determining the role of economic and mathematical modeling and information technologies in conducting a marketing audit. The importance of a relatively new direction in marketing science – marketing audit – is emphasized. The main areas and directions of its implementation, in particular the audit of marketing environment, strategy, systems, products, as well as marketing functions – goods, prices, advertising, sales promotion, product promotion, sales staff – are identified. Emphasis is placed on key methods of marketing audit, in particular general scientific, general economic, marketing ones, and the directions of their use are determined. The importance of mathematical and statistical methods in making management decisions and solving marketing problems is noted. The main methods that play a key role in solving the tasks of marketing audit, in particular correlation-regression, dispersion, variational, discriminant, factor, cluster analysis methods, are named. It is noted that balance sheet, optimization, network planning methods, inventory management models, demand and consumption modeling, queuing theory, game theory, decision making in the conditions of uncertainty and risk are the main economic and mathematical models in marketing. It is emphasized that information technologies are a key tool in conducting a marketing audit. Modern capabilities of computer technology create the conditions for accurate, high-quality, timely information and provide its high-quality, scientifically sound processing. It is noted that information technologies provide the development and implementation of management decisions. It is substantiated that with the help of information technologies the access of audit specialists to the data and knowledge bases necessary for the analysis, as well as for the implementation of economic and mathematical models, without which it is impossible to imagine a modern marketing audit, is open. It is stated that information technologies have also become a key means of communication, transmission of information, holding operational business meetings and conferences.
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16

Sweeney, Robert E. "The Marketing Audit-A Strategic Necessity." Health Marketing Quarterly 3, no. 2-3 (December 16, 1985): 93–97. http://dx.doi.org/10.1300/j026v03n02_12.

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17

Rothe, James T., Michael G. Harvey, and Candice E. Jackson. "The Marketing Audit: Five Decades Later." Journal of Marketing Theory and Practice 5, no. 3 (July 1997): 1–16. http://dx.doi.org/10.1080/10696679.1997.11501768.

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18

Bills, Kenneth L., Lauren M. Cunningham, and Linda A. Myers. "Small Audit Firm Membership in Associations, Networks, and Alliances: Implications for Audit Quality and Audit Fees." Accounting Review 91, no. 3 (July 1, 2015): 767–92. http://dx.doi.org/10.2308/accr-51228.

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ABSTRACT In this study, we examine the benefits of membership in an accounting firm association, network, or alliance (collectively referred to as “an association”). Associations provide member accounting firms with numerous benefits, including access to the expertise of professionals from other independent member firms, joint conferences and technical trainings, assistance in dealing with staffing and geographic limitations, and the ability to use the association name in marketing materials. We expect these benefits to result in higher-quality audits and higher audit fees (or audit fee premiums). Using hand-collected data on association membership, we find that association member firms conduct higher-quality audits than nonmember firms, where audit quality is proxied for by fewer Public Company Accounting Oversight Board (PCAOB) inspection deficiencies and fewer financial statement misstatements, as well as less extreme absolute discretionary accruals and lower positive discretionary accruals. We also find that audit fees are higher for clients of member firms than for clients of nonmember firms, suggesting that clients are willing to pay an audit fee premium to engage association member audit firms. Finally, we find that member firm audits are of similar quality to a size-matched sample of Big 4 audits, but member firm clients pay lower fee premiums than do Big 4 clients. Our inferences are robust to the use of company size-matched control samples, audit firm size-matched control samples, propensity score matching, two-stage least squares regression, and to analyses that consider changes in association membership. Our findings should be of interest to regulators because they suggest that association membership assists small audit firms in overcoming barriers to auditing larger audit clients. In addition, our findings should be informative to audit committees when making auditor selection decisions, and to investors and accounting researchers interested in the relation between audit firm type and audit quality.
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19

Ortiz-Rendón, Paola Andrea, Luz Alexandra Montoya-Restrepo, and Jose-Luis Munuera-Alemán. "A Study of Cognitive Results in Marketing and Finance Students." Simulation & Gaming 51, no. 5 (June 16, 2020): 666–84. http://dx.doi.org/10.1177/1046878120925854.

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Background. It is undeniable that human capital is a highly valued resource in today’s increasingly competitive and interconnected world. Management education involving decision-making is a fundamental issue in today’s education systems. Particularly, the marketing audit improves the decision-making process based on the assessment of the marketing performance and the analysis of the market results. Although marketing audits are not widely used among organizations yet, marketing control mechanisms have become more important in organizational performance studies and must be integrated into marketing and finance education programs. Method. This quasi-experimental study followed a pretest/posttest design to measure differences in the scores 281 marketing and finance students in Colombia taking part in a game of marketing audit. Results and conclusion. All students significantly improved their higher grades after taking part in the game. Marketing and finance students also improved their responses. For the students in the final semester and for the male and mixed groups, there is insufficient evidence to suggest that the game can improve their cognitive results. Decisions between marketing and finance professionals must be reinforced, to allow academic organizations involved in developing markets and characterized by low levels of competitiveness improve their education levels.
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20

Derev’yanchenko, Tetyana, and Inna Benivska. "MARKETING AUDIT AS THE INSTRUMENT OF MARKETING INCREASE EFFICIENCY WHITHIN THE CONDITIONS OF ECONOMIC INSTABILITY." Scientific Journal of Polonia University 28, no. 3 (April 10, 2018): 43–48. http://dx.doi.org/10.23856/2805.

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In the article it was examined the theoretical aspects of marketing audit as a method of determination and efficiency increase of enterprise marketing activity. The marketing audit intaking gives an opportunity of more optimal modern methods usage of planning, organization, monitoring and increase of marketing efficiency.
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21

Olena Kolomytseva, Tetiana Burtseva, Lidiya Vasilchenko, and Tetiana Palonna. "AUDIT OF MARKETING RISKS BY MEANS OF INFORMATION TECHNOLOGIES." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences, no. 59 (December 30, 2020): 77–84. http://dx.doi.org/10.24025/2306-4420.1.59.2020.222205.

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The article is devoted to the issues of audit of marketing risks by means of information technologies. It is noted that current trends in economic development have led to more frequent vulnerability of enterprises to risks. Therefore, it becomes relevant to study its marketing environment and identify and predict marketing risks. The completeness, accuracy and timelines of such an analysis plays a decisive role in management decisions. It is shown that at the present stage the role of marketing audit in anticipating, assessing and preventing marketing risks is increasing. It is emphasized that the company should perceive risk as a strategic factor in the effectiveness of management, which requires a comprehensive approach to the most objective forecasting of future risks, rather than responding to them in fact. It is indicated that the main marketing risks are unclaimed products, the risk of inefficiency of the pricing policy of the enterprise, the risk of non-compliance of product quality with consumer requirements, the risk of inefficiency of the sales system at the enterprise. Emphasis is placed on risk factors that need to be analyzed in the audit of marketing risks. The criteria of marketing risk audit are considered. The process of audit management of marketing risks of the enterprise is investigated and the stages of it’s carrying out are substantiated.It is emphasized that an important means of conducting an audit of marketing risks is information technology, the integration of which into marketing research helps to optimize management processes and increase marketing opportunities. It is substantiated that with the help of information technology the access of audit specialists to the data and knowledge bases necessary for the analysis, as well as for the implementation of economic and mathematical models, without which it is impossible to imagine a modern marketing audit. It is stated that information technologies have also become a key means of communication, information transfer, holding operational business meetings and conferences.
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22

Kling, Nathan D. "The Marketing Audit: An Extension of the Marketing Control Process." Managerial Finance 11, no. 1 (January 1985): 23–26. http://dx.doi.org/10.1108/eb013543.

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23

Hadrian, Piotr. "PRACTICAL CONSIDERATIONS FOR THE IMPLEMENTATION OF MARKETING AUDIT AS STRATEGIC CONTROL." Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, no. 22(71) (December 16, 2019): 65–76. http://dx.doi.org/10.22630/pefim.2019.22.71.26.

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The article discusses the problems of marketing control, understood as a function which tops the management cycle. The immediate aim of this article is to present the results of research on the use of marketing audit as a form of strategic marketing control, in particular, the indicated factors that affect the limitation of its use. Considerations on the theoretical aspect, as well as the analysis of empirical material of a secondary and primary nature, were conducted using the literature studies method and qualitative research methods. I presented the results of several studies directly devoted to the problems of implementing marketing audit against the background of analyzing the place of audit in the structure of marketing control. The research, although conducted at different times, in different markets and using different methods, undertook similar research topics, which allows, to some extent, a qualitative comparative analysis of their results. The presented results show that the degree of the use of marketing audit in economic practice still should be assessed as weak. Limiting factors for the use of marketing audit in enterprises include, first and foremost: restricting access to information necessary in the process of auditing, unawareness of the benefits resulting from the implementation of marketing audit, the unclear nature of marketing activities undertaken, and the fear of excessive organizational and financial burden.
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Frediyanto, Tonny, and Budhi Cahyono. "MODEL ON THE IMPROVEMENT OF INNOVATIVE BASED MARKETING PERSONNEL PERFORMANCE AT PT.BPR NUSAMBA CEPIRING." International Journal of Islamic Business Ethics 2, no. 3 (April 3, 2017): 52. http://dx.doi.org/10.30659/ijibe.2.3.52-63.

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This study aims to examine the effect of learning orientation on innovative performance and its impact on the Marketing personnel performance with internal audit supervision as moderation. The problem of research is how to improve the marketing personnel performance through learning�� �orientation�� �and�� �innovative performance with internal audit supervision as moderation? The sample of this research is all marketing personnel who work in PT. BPR Nusamba Cepiring with a total of 101 respondents. Regression analysis is run with Statistical Package Social Science (SPSS) software to analyze the data. The result of the analysis shows that learning orientation has significant effect on innovative performance in improving the Marketing personnel performance by strengthening internal�� �audit�� �supervision. These�� �empirical�� �findings�� �indicate that learning orientation has a significant effect on innovative performance; learning orientation has a significant effect on the Marketing personnel performance; innovative performance has a significant effect on the Marketing personnel performance; and internal audit supervision can strengthen the effect of innovative performance on the Marketing personnel performance which also have a significant effect on team performance.Keywords : learning orientation, innovative performance, Marketing personnel performance and internal audit supervision
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Derev’yanchenko, Tetyana, and Inna Benivska. "MARKETING AUDIT IN THE PROSPECTS SYSTEM OF INNOVATIVE PRODUCT IN THE CONDITIONS OF ECONOMY INSTABILITY." Scientific Journal of Polonia University 33, no. 2 (April 3, 2019): 68–74. http://dx.doi.org/10.23856/3307.

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In the article it was researched the theoretical aspects of marketing audit as an effective instrument of enterprise’s commodity innovative politics and means of its efficiency increasing. The special attention is spared to the marketing audit at creation of new product, to its methods and description of the stages. Marketing audit using does possible the most optimal use of modern approaches in planning, organization, control and efficiency increasing as on the whole enterprise’s marketing activity as its commodity innovations.
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Citra, Anathasia. "Audit Komunikasi Pemasaran Motion Radio: Analisis Media Organizational Model melalui Metode Sostac." Humaniora 2, no. 2 (October 31, 2011): 1267. http://dx.doi.org/10.21512/humaniora.v2i2.3187.

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This research is about the marketing communication audit of Otomotion FM that re-branding into Motion Radio by analyzing Media Organizational Model through SOSTAC method, Situation-Objective-Strategy-Tactics-Action-Control. This research is also to see the contribution of Reputation Marketing Strategy to achieve the goals of re-branding, This is a descriptive research with qualitative approach by using in depth interviews by using marketing communication audit format that operates Media Organizational Model and SOSTAC. The result of Marketing Communication Audit shows the effectiveness, strength and weakness of the previous and ongoing marketing communication as a guide to make marketing communications plan and as an input to the marketing communication study because increasingly competitive media business.
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27

Suryawati, Baiq Nurul, Iwan Kusmayadi, Laila Wardani, Sulaeman Sarmo, and I. Nyoman Nugraha Ardana Putra. "Audit Pemasaran Dan Pengembangan Usaha Mikro, Kecil dan Menengah Di Dusun Koloh Berora Kabupaten Lombok Utara." Jurnal Gema Ngabdi 2, no. 2 (July 25, 2020): 116–23. http://dx.doi.org/10.29303/jgn.v2i2.74.

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A marketing audit is needed to facilitate business owners who have difficulty developing business activities in the Koloh Berora hamlet. This effort was made to change the traditional marketing concept of business owners who are only oriented towards passive marketing. Passive marketing is characterized by the lack of business from the owners of various types of businesses in the village of Koloh Berora to recognize consumers. Most businesses actually run just because they join in. A simple marketing audit effort is carried out through various method for example: focus group discussion, best practice, and brainstorming to observe what products consumers like, the simple thing is to keep evidence of frequent order records. This inventory inventory effort is expected to help business owners to better identify their customers. Discipline in recording or archiving stock books is an important key to the success of the marketing audit. Further business development can be identified if the business owners have a high commitment to continue the marketing audit process itself.
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28

Milne, Ray J. H., Gordon M. Bagot, Alasdair C. Buchanan, Alan R. Goodman, Ashok K. Gupta, Iain G. Horn, Stewart F. Lee, Bob Porch, and Ian J. Thomson. "A Marketing Audit of the Actuarial Profession." Transactions of the Faculty of Actuaries 43 (1992): 14–101. http://dx.doi.org/10.1017/s0071368600010028.

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1.1.1 The Faculty of Actuaries' Marketing Research Group was set up in May 1988 to research areas of interest to that new breed of Fellow, the “Marketing Actuary”.In the initial meetings two general areas of interest were identified—namely the marketing of the actuarial profession, and the marketing of financial services products.Whilst the group has spent time on both subjects this first paper is concerned with the marketing of the actuarial profession.1.1.2 We felt that the starting point for a marketing audit of the profession was to conduct research amongst the members. In addition we have investigated the coverage achieved by the profession in the media, and looked into developments in North America, including a survey which ranked the actuarial profession against other forms of employment.
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Yinger, John. "Evidence on Discrimination in Consumer Markets." Journal of Economic Perspectives 12, no. 2 (May 1, 1998): 23–40. http://dx.doi.org/10.1257/jep.12.2.23.

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Economists have contributed to the measurement of racial and ethnic discrimination in consumption and to the identification of its causes, especially in housing markets and car sales. To test the hypothesis that discrimination exists, economists have turned to regression analysis and to audits, a matched-pair survey technique. Economists also have developed audit-based measures of the incidence and severity of discrimination. Audit studies find continuing high levels of discrimination against minorities in the marketing of available housing and in car prices. Audit studies also find that discrimination can be caused both by economic agents' prejudice and by their search for profits.
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30

Roy, Tanushree. "Marketing Audit and Auditing: Diagnosis through Intervention." Global Journal of Enterprise Information System 8, no. 1 (August 9, 2016): 54. http://dx.doi.org/10.18311/gjeis/2016/7291.

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Today's world is a dynamic world where everything changes very rapidly. Among all the walks of life, business world is especially changing very fast. To keep pace with this ever changing dynamic business world, every company or firm must make optimum utilization of its limited resources. Therefore, it is necessary that they closely observe the changes occurring in market regularly and makes appropriate changes in their marketing policies in accordance with these new trends in market to enhance its market share. One of these techniques helps to improve the performance of marketing division and enhancing the market share of the company is Marketing Audit. In the present study, an attempt has been made to find out the role of marketing audit in the success of a company. It has also been tried to check out that how far the recommendations made by the marketing auditor have been adopted by the company.
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31

Abou-Warda, Sherein H. "A Standardized Marketing Audit Model for Entrepreneurship Education in Egypt." International Journal of Service Science, Management, Engineering, and Technology 6, no. 1 (January 2015): 75–92. http://dx.doi.org/10.4018/ijssmet.2015010105.

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Entrepreneurship education (EPE) plays a vital role to enhance employment creation and reduce poverty. Marketing audit is a main tool for evaluating and improving the marketing performance in a manufacturing or service sector. Despite the vast amount of literature which emphasizes entrepreneurship education, no empirical studies address the marketing audit model for EPE in the higher education sector. This study aims to develop a standardized marketing audit model for the EPE at higher education generally, business schools specially. A total of 200 participants were chosen by a purposive judgmental sampling technique from the only two universities which took steps towards establishing EPE in Egypt. A descriptive survey method using a questionnaire, focus group, semi-structured interviews and workshops were employed to develop a standardized model. The results showed the importance of the six dimensions in a standardized marketing audit model for EPE at business schools in Egypt.
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Radulescu, Violeta, and Iuliana Cetina. "Customer Analysis, Defining Component of Marketing Audit." Procedia - Social and Behavioral Sciences 62 (October 2012): 308–12. http://dx.doi.org/10.1016/j.sbspro.2012.09.050.

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33

Milne, R. J. H., G. M. Bagot, A. C. Buchanan, A. R. Goodman, A. K. Gupta, I. G. Horn, S. F. Lee, R. Porch, and I. J. Thomson. "A marketing audit of the actuarial profession." Journal of the Institute of Actuaries 118, no. 2 (1991): 195–274. http://dx.doi.org/10.1017/s0020268100019430.

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ABSTRACTThis paper presents the results of research into the marketing of the actuarial profession including a SWOT analysis, public awareness and image of the profession amongst target groups (general public, undergraduates, journalists, company directors, pension scheme trustees and insurance intermediaries), and the desire to allocate more resources to the profession's public awareness and image. The paper also contains an analysis of the national press coverage achieved by the profession and reports on developments in North America where a task force on strengthening the actuarial profession has been set up.
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Yamey, G. "Nestle violates international marketing code, says audit." BMJ 321, no. 7252 (July 1, 2000): 8. http://dx.doi.org/10.1136/bmj.321.7252.8/a.

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Brownlie, D. T. "The Marketing Audit: A Metrology and Explanation." Marketing Intelligence & Planning 11, no. 1 (January 1993): 4–12. http://dx.doi.org/10.1108/02634509310024128.

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36

Laban, Bogdan, Tijana Djurkovic-Maric, and Jelica Eremic-Djodjic. "Internal audit of marketing in tourist organizations." Poslovna ekonomija 11, no. 1 (2017): 139–64. http://dx.doi.org/10.5937/poseko11-14360.

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Torres, Lourdes, Ana Yetano, and Vicente Pina. "Are Performance Audits Useful? A Comparison of EU Practices." Administration & Society 51, no. 3 (July 7, 2016): 431–62. http://dx.doi.org/10.1177/0095399716658500.

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Performance audits allow audit institutions to contribute to the improvement of the economy, efficiency, and/or effectiveness of public sector entities through the recommendations of their reports. To assess the impact of the performance audits carried out by EU Supreme and Regional Audit Institutions, this article analyzes whether these recommendations are implemented in practice or not. The results show that there are two main ways in which the recommendations included in the performance audit reports produce an impact: the Anglo-American way, based on auditee actions and follow-up processes, and the Germanic way, based on parliamentary action.
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38

Zyma, Oleksandr H., Olena V. Ptashchenko, Iryna O. Shevchenko, and Olena M. Afanasieva. "INTERNATIONAL MARKETING AND MARKETING AUDIT IN THE CONTEXT OF EUROPEAN INTEGRATION AND GLOBALIZATION." Management 30, no. 2 (February 11, 2020): 9–25. http://dx.doi.org/10.30857/2415-3206.2019.2.1.

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Introduction. Features of international marketing are determined by the specific environment in which it is implemented. First of all, it is necessary to take into account the attitude of the national government to foreign economic activity. It can create favorable conditions for carrying out foreign economic activities. Conversely, the government may be uninterested in the entry of its individual firms into the foreign market, and may create all sorts of obstacles along the way. Marketing in general and international marketing today is characterized by the rapid aging of ideas and concepts caused by the changing market situation. And the company management system is inertial: the marketing strategies, methods and techniques used yesterday are still in use today. Therefore, it is useful to involve third parties to conduct a marketing audit, which allows you to take a fresh look at the usual circumstances and conditions, bring in new ideas and open up new opportunities.The hypothesis. It is assumed that the processes of globalization have a significant impact not only on the development of international marketing, but also on marketing audit, which in turn allows to determine the features of international marketing.The aim of the article is a study of the essence of international marketing and marketing audit, presents their main characteristics and principles of interaction in modern business conditions.The research methodology: method of systematic analysis and logical generalization – for implementation of directions of development of international marketing; substrate approach – to justify and systematize the features of international marketing and marketing audit.Results: Features of international marketing and marketing audit are substantiated, it allows to evaluate the activity of the enterprise in the sphere of marketing and international marketing, to compare the obtained data on the marketing activity of the enterprise in the domestic and foreign markets with the approach to the marketing of direct competitors, to develop recommendations for increasing the efficiency of marketing division , on the use of modern marketing tools and features of international marketing and to determine the algorithm their implementation to meet the new requirements of the market and the competitive situation, to evaluate the effectiveness of existing staff of marketing, make personnel decisions, identify qualitative and quantitative needs for staff.Conclusions: the question of conducting a marketing audit in today's conditions of functioning of enterprises is of the highest priority. Its need is to determine the effectiveness of existing management methods, as well as to develop new approaches to creating a complex marketing within the enterprise strategy, which operates in the context of European integration and globalization processes.
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KHOSHAVY, DILMAN, and RAMADAN SHARAFANY. "THE INFLUENCE OF MARKETING AUDIT IN THE SUSTAINABLE OF COSTUMER LOYALTY." Journal of The University of Duhok 22, no. 1 (November 25, 2019): 303–21. http://dx.doi.org/10.26682/hjuod.2019.22.1.17.

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40

Andryeyeva, N. M., and D. V. Zinkovska. "ANALYTICAL TOOLS OF ASSESSMENT OF THE MARKETING POLICY IN RISKMANAGEMENT SPHERE AT AGROINDUSTRIAL ENTERPRISES OF UKRAINE." Economic innovations 19, no. 1(63) (April 24, 2017): 10–17. http://dx.doi.org/10.31520/ei.2017.19.1(63).10-17.

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The article defined the importance of agroindustrial sphere for the Ukrainian economy in general. The main features of marketing in this area, namely seasonal functioning of agribusiness enterprises; dependence of production on natural conditions; The factor that the products of agroindustrial sphere produce the first necessity products; domination of relations of type B2B; high competition level because of the low differentiation lever of goods; a small number of specialists engaged in agromarketing; uneven marketing introduction in various branches of agroindustrial complex; higher level of sensitivity, adaptability, self-regulation of the marketing system in comparison with marketing in other industries were highlighted. The definition of the termd �marketing audit� and �diagnostics of marketing policy of the enterprise� were proposed by authors. The main advantages of using marketing audit and diagnostics as analytical tools of marketing policy of agroindustry enterprises were investigated. The authors considered marketing audit and marketing diagnostics and found its high efficiency for analyze of the firm's functioning environment (both external and internal), studying competitors and determining the level of competitiveness of the enterprise, identifying favorable and unfavorable factors that influence to the work of producers and development a plan of measures for optimization of activity and increase of profitability on the basis of received information. There are 3 main groups of approaches to the definition of understand �economical risk�. The author's interpretation of this term was proposed. The basic influence factors that provide emergence of marketing risks were determined. The author's definition of �marketing risk� was proposed. The place of marketing audit and diagnostics in the field of risk management was considered.
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41

Nurunnabi, Mohammad, Han Donker, and Eva Jermakowicz. "Joint audits and mutual ties of audit firm networks." Business Horizons 63, no. 4 (July 2020): 435–49. http://dx.doi.org/10.1016/j.bushor.2020.03.013.

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42

Sollod, Margaret, and L. Milton Glisson. "Conducting a marketing audit: A service organization illustration." Services Marketing Quarterly 14, no. 2 (1996): 39–54. http://dx.doi.org/10.1080/15332969.1996.9985245.

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43

Sollod, Margaret E., and L. Milton Glisson. "Conducting a Marketing Audit: A Service Organization Illustration." Journal of Professional Services Marketing 14, no. 2 (December 2, 1996): 39–54. http://dx.doi.org/10.1300/j090v14n02_04.

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44

Miller, Rohan. "A Prototype Skills Audit for Marketing Communications Professionals." Marketing Theory 2, no. 4 (December 2002): 419–28. http://dx.doi.org/10.1177/147059310200200410.

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45

Mokwa, Michael P. "The Strategic Marketing Audit: An Adoption/Utilization Perspective." Journal of Business Strategy 6, no. 4 (February 1986): 88–95. http://dx.doi.org/10.1108/eb039136.

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46

Berry, Leonard L., Jeffrey S. Conant, and A. Parasuraman. "A framework for conducting a services marketing audit." Journal of the Academy of Marketing Science 19, no. 3 (June 1991): 255–68. http://dx.doi.org/10.1007/bf02726500.

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47

Vaňa, Kamil, and Ľubica Černá. "The Marketing Audit as a Method of the Evaluation of the Marketing Plan." Research Papers Faculty of Materials Science and Technology Slovak University of Technology 20, Special-Number (December 1, 2012): 131–36. http://dx.doi.org/10.2478/v10186-012-0023-4.

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Abstract 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.
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48

Kupec, Václav, Michal Lukáč, Peter Štarchoň, and Gabriela Pajtinková Bartáková. "Audit of Museum Marketing Communication in the Modern Management Context." International Journal of Financial Studies 8, no. 3 (July 3, 2020): 39. http://dx.doi.org/10.3390/ijfs8030039.

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Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment; therefore, it is important to pay sustained attention to every component of a given museum’s marketing communication. Changes, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert deliberation towards determining which components of their marketing communication are significant for museum visitors. Moreover, the effectiveness of the use of expenses plays an important role in museum management; it is also essential to combine effectively the individual components of marketing communication. The present research aims to find a correlation between the components of museum marketing communication, which is not being addressed in detail in the contemporary research. The aim of the research is therefore to determine the dependence amongst elements of the marketing communication of museums on questioning the visitors. The aim was achieved by implementing the modern audit approach and empirical research into marketing communication: the Paper Aided Personal Interview (PAPI) method with a Likert scale, a reliability check with Cronbach’s alpha, and dependency determination with Pearson’s correlation. All results were investigated through the use of a questionnaire on the international EU 27 sample of museum visitors. These conclusions allow museum management to build their marketing communication on the principles of Economy, Efficiency, and Effectiveness (the 3E principles).
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Mahdavi, Gholamhossein, and Abbas Ali Daryaei. "Factors affecting the audit process and social theories." Corporate Governance: The International Journal of Business in Society 17, no. 4 (August 7, 2017): 770–86. http://dx.doi.org/10.1108/cg-04-2016-0079.

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Purpose The purpose of this paper is to apply the concept of social theories to explain auditors’ attitude toward balance time between marketing activities and auditing responsibilities. Design/methodology/approach Data were collected through a survey, from which a measure of auditor’s view on the importance of marketing was identified and regressed against balance between audit time and marketing activities. In addition, a measure of balanced attitude of auditors toward the time of the audit and marketing activities was identified and regressed against attitude toward the importance of corporate governance mechanisms. Findings The results obtained from the hypothesis test indicated that the audit fee can be a decisive factor in the status of auditors to carry out their function in the social structure which is limited to the stakeholders. The balance time between auditing and marketing is of the same importance to all auditors. Furthermore, entrepreneur auditors find the present corporate governance good for the prosperity and creativity of the forces within the auditing firms. As a result, entrepreneur auditors are very effective in corporate governance mechanisms. Originality/value The most significant contribution of the present study is the development of auditing literature to better understand and analyze the behavior of auditors.
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Lena, Mar. "AUDIT MANAJEMEN FUNGSI PEMASARAN." JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS 2, no. 1 (April 18, 2017): 10. http://dx.doi.org/10.29407/nusamba.v2i1.566.

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Penelitian ini bertujuan untuk 1) Menemukan faktor-faktor yang menjadi hambatan dalam pencapaian tujuan pada fungsi pemasaran dan 2) Memberikan saran terhadap aktivitas yang dilakukan oleh fungsi pemasaran sehingga target yang telah ditetapkan dapat tercapai. Pendekatan penelitian yang digunakan pada penelitian ini adalah pendekatan kualitatif karena penelitian ini tidak menggunakan skala numerik. Hasil penelitian ini adalah aktivitas fungsi pemasaran di UD. Trika Jaya Tulungagung sudah cukup memadai, dengan berbagai cara dalam melakukan promosi dalam pemasaran, UD. Trika Jaya memiliki jangkuan pemasaran ke seluruh wilayah Indonesia. Perusahaan dapat melakukan pengiriman barang ke berbagai pelosok Indonesia selama tersedia jalan akses dan jasa ekpedisi yang mendukung pengiriman ke lokasi tersebut. Secara marketing UD. Trika Jaya mengembangkan bisnis melalui online dan offline. Aktivitas bisnis online yang bertujuan agar bisa lebih effisien & efektif menjangkau pelanggan dari dalam dan luar pulau (seluruh indonesia) sedangkan aktivitas offline dilakukan dengan cara sales marketing lapangan & mengirimkan seluruh produk ke seluruh penjuru Indonesia langsung ke perusahaan-perusahaan konstruksi & distributor besi baja, yang umumnya merupakan kontraktor maupun pemilik proyek. Walaupun masih ada beberapa kelemahan pada aktivitas fungsi pemasaran. Namun dari analisis internal perusahaan ditemukan adanya kelemahan pada SDM nya, sehingga mempengaruhi fungsi pemasaran yang mengakibatkan penurunan tingkat pernjualan Kata kunci : audit manajemen, fungsi pemasaran, audit internal
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