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Ověření marketingového autoauditu pro malé a středně velké firmy v praxi
Ověření marketingového autoauditu pro malé a středně velké firmy v praxi
Name and surname of author:
Jitka Kloudová
Year:
2001
Issue:
3
Keywords:
Využití marketingového autoauditu v praxi, malé a středně velké firmy, matice External and Internal Factor Evaluation (EIFE)
DOI (& full text):
Anotation:
Marketing audits are the most suitable form of control of marketing activities in enterprises, and their aims are the control of individual marketing functions in such enterprises.
For small and medium enterprises, due the high financial burdens involved in the activities of external auditors, this is a highly suitable form of marketing auto-audit.
The following contribution is devoted to the creation of marketing auto-audits specifically for small and medium-sized businesses and their usability in practice.
The suggested auto-audit was carried out in 78 SME´s, and the results obtained, were elaborated in collaboration with the Centre for Empirical Studies, STEM/MARK a.s. using the MEDIA OPENER programme.
Marketing audits are the most suitable form of control of marketing activities in enterprises, and their aims are the control of individual marketing functions in such enterprises.
For small and medium enterprises, due the high financial burdens involved in the activities of external auditors, this is a highly suitable form of marketing auto-audit.
The following contribution is devoted to the creation of marketing auto-audits specifically for small and medium-sized businesses and their usability in practice.
The suggested auto-audit was carried out in 78 SME´s, and the results obtained, were elaborated in collaboration with the Centre for Empirical Studies, STEM/MARK a.s. using the MEDIA OPENER programme.
For small and medium enterprises, due the high financial burdens involved in the activities of external auditors, this is a highly suitable form of marketing auto-audit.
The following contribution is devoted to the creation of marketing auto-audits specifically for small and medium-sized businesses and their usability in practice.
The suggested auto-audit was carried out in 78 SME´s, and the results obtained, were elaborated in collaboration with the Centre for Empirical Studies, STEM/MARK a.s. using the MEDIA OPENER programme.
Economics and Management
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