- Author
- Hadrian Piotr (Akademia Ekonomiczna w Krakowie)
- Title
- Audyt marketingowy - problemy interpretacyjne
Marketing Audit - Some Problems with Interpretations - Source
- Organizacje Komercyjne i Niekomercyjne wobec Wzmożonej Konkurencji i Rosnących Wymagań Konsumentów, 2005, vol. 4, s. 65-76, tab., bibliogr. 19 poz.
- Keyword
- Audyt, Marketing, Zarządzanie marketingowe, Analiza marketingowa
Audit, Marketing, Marketing management, Marketing analysis - Note
- summ.
- Abstract
- Celem niniejszego artykułu jest przedstawienie historycznej perspektywy rozwoju pojęcia audytu marketingowego, od jego początków w latach pięćdziesiątych ubiegłego wieku. Podejście to służyć ma określeniu i zrozumieniu postępu, jaki poczyniono w jego rozwijaniu i stosowaniu oraz określeniu aktualnego statusu. (fragment tekstu)
The marketing audit, first introduced to the marketing literature in 1959, has become a very important component of the process for control and evaluation of marketing programs over the past five decades. The value of a marketing audit can be just as important for prosperous firms as it is for companies that are experiencing difficulties in the marketplace. The purpose of this paper is to provide a historical perspective on the development of the marketing audit from its inception to the present date. This approach is designed to identify and understand the progress which has been made in the development, application, and determine the current status of the concept. (original abstract) - Full text
- Show
- Bibliography
-
- AMA Management Report Nr 32, Analyzing and Improving Marketing Performance, "Marketing Audits" In Theory and Practice, American Management Associations, New York 1959.
- Berry L., Conanat J., Parasuraman A., A framework for conducting a services marketing audit, Journal of the Academy of Marketing Science, vol. 19, nr 3/1991.
- Boyd Jr. W, Walker Jr. O., Marketing Management: A strategic Approach, Richard D. Irwin, Inc., Homewood, IL 1990.
- Cravens D., Strategic Marketing, Burr Ridge, IL 1994.
- Crisp R., Auditing the functional elements of a marketing operation, w: , Analyzing and Improving Marketing Performance, "Marketing Audits" In Theory and Practice, American Management Associations, Report Nr 32, New York 1959.
- Enis B., Garfein S., The computer-driven marketing audit, Journal of Management Inquiry, December 1992.
- Harvey M., Jackson C., Rothe J., The marketing audit: Five decades later, Journal of Marketing Theory and Practice, Summer 1997.
- Kotler P., Marketing Management. Analysis, Planning, Implementation and Control, Englewood Cliffs, Prentice-Hall, inc., New York 1976.
- Kotler P., Marketing. Analiza, planowanie, wdrażanie i kontrola, Gebethner i S-ka, Warszawa 1994.
- Kotler P., Gregor W, Rodgers, The marketing audit comes of age, Sloan Management Review, Winter 1977.
- Mokwa M., The strategic marketing audit: An adoption / utilization perspective, Journal of Business Strategy, vol. 6, Spring 1986.
- Niestrój R., Zarządzanie marketingiem. Aspekty strategiczne, Wyd. Nauk. PWN, Warszawa 1996.
- Oxenfeldt A., The marketing audio as a total evoluation program, w: Analyzing and Improving Marketing Performance, "Marketing Audits" In Theory and Practice, American Management Associations, Report Nr 32, New York 1959.
- Oxenfeldt A., Executive Action in Marketing, Wadswoth Publishing, Belmont, California 1966.
- Sessions R., What a soundly conducted marketing audio can accomplish, w: Analyzing and Improving Marketing Performance, "Marketing Audits" In Theory and Practice, American Management Associations, Report Nr 32, New York 1959.
- Shuchman A., The marketing audit: Is nature, purposes and problems, w: Analyzing and Improving Marketing Performance, "Marketing Audits" In Theory and Practice, American Management Associations, Report Nr 32, New York 1959.
- Strzyżewska M., Rószkiewicz M, Analizy marketingowe, Difin, Warszawa 2002.
- Webster C., What kind of market culture exists in your service firm? An audit, Journal of Services Marketing, vol. 6, Spring 1992.
- Wilson M., The Management of Marketing, Gowe Publishing, West- mead 1980.
- Cited by
- Language
- pol
