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RESEARCH PAPERS
FACULTY OF MATERIALS SCIENCE AND TECHNOLOGY IN TRNAVA
SLOVAK UNIVERSITY OF TECHNOLOGY IN BRATISLAVA
2012 Special Number
THE MARKETING AUDIT AS A METHOD OF THE EVALUATION
OF THE MARKETING PLAN
Kamil VAŇA, Ľubica ČERNÁ
1
Abstract
The growing complexity of the current market environment needs a more systematic
evaluation process of the organizational marketing performance to deal with the dynamic
market. This paper deals with marketing audit as a comprehensive assessment of all angles of
marketing operation in an organization and also deals with systematic evaluation of plans,
objectives, strategies, activities and organizational structure as well as marketing staff.
Key words
Marketing audit, marketing plan, marketing plan evaluation
Introduction
The marketing audit is characterised as a systematic, comprehensive, objective, and
independent approach which can assist the manager to understand the working of the
individual parts of the organisation and their contribution to the total system geared toward
the achievement of the organisational objectives. An empirical study of the marketing audit
can provide some insight into management’s perception of the benefits of the marketing audit
as well as the current procedural aspects of the marketing audit, which are currently lacking in
the literature.
In 1967, Kotler identified the marketing audit as something apart fromand more
comprehensive than the other control efforts of the firm (1). It was indicated that a clear
understanding and evaluation of the entire marketing operation would be helpful to avoid
dealing with symptoms rather than addressing the fundamental organisational marketing
problems.
The present position of the Marketing Audit
The marketing audit is a generally accepted method of evaluation and a control
mechanism of marketing performance. In 1967, Kotler dedicated a full chapter of Marketing
1
Mgr. Kamil Vaňa, Doc. Ing. Ľubica Černá, PhD. - Institute of Industrial Engineering, Management and
Quality, Faculty of Materials Science and Technology, Slovak University of Technology, Paulínska 16, 917 24
Trnava, Slovak Republic, [email protected], lu[email protected]