文章基本信息

标题：CRITICAL FACTORS AND KEY FEATURES OF STRATEGIC CONTROL AND MARKETING AUDIT
本地全文：下载
作者：Ljiljana Dimitrijević ; Saveta Vukadinović ; Maja Cogoljević 等
期刊名称：CROMA Journal : Contemporary Research on Organization Management and Administration
印刷版ISSN：2335-7959
出版年度：2014
卷号：2
期号：1
页码：113-126
出版社：Academic Association of Management and Administration
摘要：Purpose: The objective of research is to review the importance and factors, and according to them, to propose business areas of strategic control and audit of marketing as key functions for vitality of enterprises, through the effective and efficient accomplishment of enterprise mission in market economy. In this regard, efforts have been made to find connections between the relevant factors. Taking into account the basic principles of management and relevant indicators of success, control and audit, the aim is to create a conceptual framework for defining and implementing control as phase of marketing management.Design/methodology/ theoretical approach: Based on the study of relevant literature and business practices, this paper aims to point out the key elements of strategic control and audit of marketing as a powerful management tool in the business system. For the effective organization functioning, it is necessary to comprehensively evaluate and monitor, through control of critical factors that are directly related to profitability of the company's marketing efforts.Findings and originality: The purpose of research is to form a rounded, organized control system, as well as socially optimal combination of micro and macro framework and content of marketing control. That would allow the regulation, whose focus is on achieving a high degree of self-regulation of micro marketing, and narrower frame of macro regulation will be primarily focused on the qualitative aspects of market relations development. Instruments and models of marketing control and audit are indicators of company's business successes, as the marketing orientation of company is common denominator of enterprises' business orientation, whose ultimate goal is long-term profit and survival. Contemporary marketing information system is the product of systemic approach to conception of marketing in the research of future market trends, the integrated use of marketing mix instruments, the current control and audit of results achieved in the market and in the company and to development of information technology. Perfectly placed marketing plan does not mean much if it is not implemented, evaluated and controlled successfully. Control has to be comprehensive and timely, with defined feedback regulating factor for set planned frameworks. Marketing audit is a mechanism that allows corporation management to evaluate the overall marketing efforts. Implications: The social significance of the study is to show that the use of marketing, is marketing management, helps large and small systems to modernize their performance and market identity. Task of auditing is not only critical reviewing of enterprise strategy, but all strategic and conceptual aspects of business that determine relation towards market and environment and the position of the company
关键词：control; audit; objectivity; comprehensiveness; marketing management