Why marketing evaluation is essential for a company? Write note on marketing audit.
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It means the systematic evaluation of plans, objectives, strategies, activities and organizational structure as well as marketing staff (Loya, 2011). ... Because of these reasons it is necessary to introduce the marketing audit also to the practice of companies operating in the Slovak market.
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The Marketing Audit refers to the comprehensive, systematic, analysis, evaluation and the interpretation of the business marketing environment, both internal and external, its goals, objectives, strategies, principles to ascertain the areas of problem and opportunities and to recommend a plan of action to enhance the firm’s marketing performance.
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