МАРКЕТИНГОВЫЙ АУДИТ КАК ОСНОВА РАЗВИТИЯ БРЕНДОВ
Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2015, Vol 16, Issue 3
Abstract
Определена сущность маркетингового аудита как независимого регулярного мониторинга состояния бренда на рынке по отношению к конкурирующим брендам. Разработаны блоки вопросов для оценки внешней среды бренда предприятия на рынке коммерческой недвижимости, его целей и стратегий, структуры управления маркетингом и его основных систем, эффективности бюджета маркетинга и результативности маркетингового комплекса.
Authors and Affiliations
Ludmiła Szulgina
Keywords
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