The Possibilities of Using Audit as a Tool of Strategic Marketing Control the Research Results

Abstract

Perceiving marketing from the angle of the managerial decisions led to separating control of marketing operations. Control indicates the areas of marketing with varying degrees of utilization, efficiency and effectiveness. It is one of the crucial factors determining the level of efficiency of marketing management. The aim of the article is to present brief information on the conducted qualitative research on the use of audit in strategic marketing control. The theoretical and empirical foundations justifying undertaking this research problem, methodological assumptions and the most important conclusions were indicated. The study confirmed the weak level of using audits as a marketing management tool indicated in the results of previous studies.