MARKETING AUDIT AS A TOOL OF MARKETING ANALYTICS
Abstract
The article systematizes the existing approaches to the interpretation of the concept of «marketing audit». In particular, scientists study marketing audit depending on the analysis process, research method, analysis tool, content of marketing diagnostics, management process. In addition, the factors that have a significant impact on the definitions of «marketing audit» are identified: speed of change, digital transformation, customer focus, integrated approach, data analysis.
Based on the generalization of approaches to the interpretation of the concept of «marketing audit» and factors that have a significant impact on this concept, it is proposed to define marketing audit as an improved tool used by companies for in-depth analysis of their marketing activities in order to identify opportunities for increasing efficiency and competitiveness. A marketing audit is not only an analysis of a company’s marketing strategies and actions, but also a systematic review of its marketing activities taking into account changing market conditions and internal factors.
Taking into account the peculiarities of today’s situation in Ukraine, the article defines the actual tasks of marketing audit as an element of marketing analytics. The characteristic features of marketing audit are also formed: completeness, systematicity, independence, regularity. It was determined that marketing audit has a positive effect on marketing analytics.
In the article, special attention is paid to distinguishing cases in which it is advisable to conduct a marketing audit immediately, that is, in the case of a change in the assortment, in the event of a significant increase in sales volumes, insufficient information about the market or vice versa, and in cases of impossibility to plan purchases and predict financial results in the absence of appropriate information.
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References
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