Audyt marketingowy - problemy interpretacyjne

• Autorzy: Piotr Hadrian

Warianty tytułu

Marketing Audit - Some Problems with Interpretations

• Języki publikacji: PL

Abstrakty

Celem niniejszego artykułu jest przedstawienie historycznej perspektywy rozwoju pojęcia audytu marketingowego, od jego początków w latach pięćdziesiątych ubiegłego wieku. Podejście to służyć ma określeniu i zrozumieniu postępu, jaki poczyniono w jego rozwijaniu i stosowaniu oraz określeniu aktualnego statusu. (fragment tekstu)

EN

The marketing audit, first introduced to the marketing literature in 1959, has become a very important component of the process for control and evaluation of marketing programs over the past five decades. The value of a marketing audit can be just as important for prosperous firms as it is for companies that are experiencing difficulties in the marketplace. The purpose of this paper is to provide a historical perspective on the development of the marketing audit from its inception to the present date. This approach is designed to identify and understand the progress which has been made in the development, application, and determine the current status of the concept. (original abstract)

Słowa kluczowe

PL

Audyt; Marketing; Zarządzanie marketingowe; Analiza marketingowa

EN

Audit; Marketing; Marketing management; Marketing analysis

• Czasopismo: Organizacje Komercyjne i Niekomercyjne wobec Wzmożonej Konkurencji i Rosnących Wymagań Konsumentów
• Rocznik: 2005
• Tom: 4
• Strony: 65-76

Twórcy

autor

Piotr Hadrian

• Akademia Ekonomiczna w Krakowie

Bibliografia

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