Vývoj marketingového auditu ako predpokladu inovatívneho marketingu

Lipnická, Denisa, 1987-

Vývoj marketingového auditu ako predpokladu inovatívneho marketingu = Development of marketing audit as an assumption of innovative marketing / Denisa Lipnická. -- The 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.

In Merkúr 2012 : zborník príspevkov z medzinárodnej vedeckej konferencie pre doktorandov a mladých vedeckých pracovníkov, Bratislava 6. - 7. december 2012 Drábik, Peter. -- Bratislava : Obchodná fakulta Ekonomickej univerzity v Bratislave, 2012. -- [971] s.. -- ISBN ISBN 978-80-225-3453-6. -- S. 480-490