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The role of marketing audit and value of information

Authors

  • SILVIA KLINČEKOVÁ

    University of Ss. Cyril and Methodius, Trnava, Slovakia

    Author

  • JARMILA ŠALGOVIČOVÁ

    University of Ss. Cyril and Methodius, Trnava, Slovakia

    Author

DOI:
https://doi.org/10.31686/ijier.vol2.iss3.159
Keywords:
Array, Array, Array
Abstract

The paper deals with marketing audit and the importance of valued information which can contribute to the detection of opportunities and threats in the market. The introductory chapter of this article deals with the definition of marketing audit, individual characteristics and properties of the marketing audit. In further, we describe the methods and components of marketing audit. Then we point out the process of implementation for marketing audit. The article also contains a definition of information and its value in the marketing audit.

Author Biographies
  1. SILVIA KLINČEKOVÁ, University of Ss. Cyril and Methodius, Trnava, Slovakia

    Faculty of Mass Media Communication

  2. JARMILA ŠALGOVIČOVÁ, University of Ss. Cyril and Methodius, Trnava, Slovakia

    Faculty of Mass Media Communication

References

BĔLOHLÁVEK, F. – KOŠŤAN, P. – ŠULEŘ, O.: Management. Praha : Rubico, 2001 p. 400. ISBN 80-85839-45-8.

Business dictionary: Information. Available from: http://www.businessdictionary.com/definition/information.html [18.01.2014].

DRUCKER F.P.: On the Profession of Management. USA : Harvard Business Press, 2013. p. 224. ISBN 1-59139-322-1.

Informačná bezpečnosť: Available from: http://informacnabezpecnost.eu/ [19.01.2014].

KOTLER, P. – ARMSTRONG, G.: Principles of Marketing. USA : Peaeson Education, 2010. p. 637. ISBN 10:0-13-700669-1.

ŠALGOVIČOVÁ, J. – ŠTEFANČIKOVÁ, A.: Procesný prístup v marketingu. Trnava : FMK UCM v Trnave, 2012. p. 242. ISBN 978-80-8105-276-7.

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Published
2014-03-01
Issue
Vol. 2 No. 3 (2014): International Journal for Innovation Education and Research
Section
Journal Articles
License

Copyright (c) 2014 Silvia Klinčeková, Jarmila Šalgovičová

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How to Cite

KLINČEKOVÁ, S., & ŠALGOVIČOVÁ, J. (2014). The role of marketing audit and value of information. International Journal for Innovation Education and Research, 2(3), 108-114. https://doi.org/10.31686/ijier.vol2.iss3.159