The role of marketing audit and value of information
DOI:
https://doi.org/10.31686/ijier.vol2.iss3.159Keywords:
Information, marketing audit, valueAbstract
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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Business dictionary: Information. Available from: http://www.businessdictionary.com/definition/information.html [18.01.2014].
DRUCKER F.P.: On the Profession of Management. USA : Harvard Business Press, 2013. p. 224. ISBN 1-59139-322-1.
Informačná bezpečnosť: Available from: http://informacnabezpecnost.eu/ [19.01.2014].
KOTLER, P. – ARMSTRONG, G.: Principles of Marketing. USA : Peaeson Education, 2010. p. 637. ISBN 10:0-13-700669-1.
ŠALGOVIČOVÁ, J. – ŠTEFANČIKOVÁ, A.: Procesný prístup v marketingu. Trnava : FMK UCM v Trnave, 2012. p. 242. ISBN 978-80-8105-276-7.
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Copyright (c) 2014 Silvia Klinčeková, Jarmila Šalgovičová
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