Počet záznamov: 1  

Marketing audit - way of understanding company's opportunities and threats arising out of macroeconomic environment

  1. NázovMarketing audit - way of understanding company's opportunities and threats arising out of macroeconomic environment
    Aut.údajeDenisa Lipnická
    Autor Lipnická Denisa 1987- (100%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
    Zdroj.dok. Marketing management in practice : papers from international scientific conference "Marketing on the international markets of commodities and services: global aspects", [Banská Bystrica, February 2012]. S. 143-148. - Banská Bystrica : Matej Bel University, 2012 / Ďaďo Jaroslav 1954- ; Musová Zdenka 1971- ; Marketing management in practice medzinárodná vedecká konferencia
    Kľúč.slová marketingový audit - marketing auditing   makroekonomické prostredie   macroeconomic environment   marketing auditors   marketing performance  
    Jazyk dok.angličtina
    KrajinaSlovenská republika
    Systematika 339.138
    AnotáciaThe paper is dealing with the issue of marketing audit and its importance in the identification of opportunities and threats of companies arising out of their macroeconomic environment. The main aim is to find out and highlight the connection between macroeconomics and marketing audit as a tool of improving marketing performance of companies. Marketing audit is presented as a part of marketing management and as an important prerequisite for company's achievement in demanding competitive and changing conditions of various markets. The paper also highlights the role of marketing auditors in process of bringing new information not only about macroeconomic but also microeconomic external environment of companies.
    Kategória publikačnej činnosti AFC
    Číslo archívnej kópie24897
    Katal.org.BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici
    Báza dátxpca - PUBLIKAČNÁ ČINNOSŤ
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Počet záznamov: 1  

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