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Title Marketing audit - way of understanding company's opportunities and threats arising out of macroeconomic environment Author info Denisa Lipnická Author Lipnická Denisa 1987- (100%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
Source document 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 Keywords marketingový audit - marketing auditing makroekonomické prostredie macroeconomic environment marketing auditors marketing performance Language English Country Slovak Republic systematics 339.138 Annotation The 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. Public work category AFC No. of Archival Copy 24897 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ 
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