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    TitleVývoj marketingového auditu ako predpokladu inovatívneho marketingu
    Par.titleDevelopment of marketing audit as an assumption of innovative marketing
    Author infoDenisa Lipnická
    Author Lipnická Denisa 1987- (100%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
    Source document Merkúr 2012 : zborník príspevkov z medzinárodnej vedeckej konferencie pre doktorandov a mladých vedeckých pracovníkov, Bratislava 6. - 7. december 2012, rec. Gabriela Pajtinková Bartáková, Jan Koudelka. S. 480-490. - Bratislava : Obchodná fakulta Ekonomickej univerzity v Bratislave, 2012 / Drábik Peter ; Krnáčová Paulína ; Červenka Peter ; Hlavatý Ivan ; Pajtinková Bartáková Gabriela ; Koudelka Jan ; Merkúr 2012 medzinárodná vedecká konferencia pre doktorandov a mladých vedeckých pracovníkov
    Keywords inovatívny marketing   marketingový audit - marketing auditing   marketingový manažment - marketing management   innovative marketing  
    LanguageSlovak
    CountrySlovak Republic
    systematics 339.138
    AnnotationThe paper is dealing with the issue of marketing audit and importance of its results in the implementation of innovative marketing. The main aim is to theoretically define the development of marketing audit as a prerequisite for the application of innovative marketing and to give a state of the views of individual authors to marketing audit formation and development. The paper presents the chronological elaboration of mar-keting audit in a foreign literature. The marketing audit is presented as a part of mar-keting management and as an important prerequisite for company's achievement in de-manding competitive and changing conditions of various markets.
    Public work category AFD
    No. of Archival Copy24896
    Catal.org.BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici
    Databasexpca - PUBLIKAČNÁ ČINNOSŤ
    References (1) - PUBLIKAČNÁ ČINNOSŤ
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