BUSINESS INFORM №3-2017

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Section: Management and Marketing
UDC 339.138:655.4/.5
Bezpalko I. R., Bazyliuk V. B.
The Prerequisites for Implementing and Ensuring the Efficiency of Marketing Audit at the Publishing and Printing Enterprises (p. 419 - 424)
The article is aimed at defining the prerequisites for necessity of successful and efficient implementation of the practice of marketing audit at the domestic publishing and printing enterprises. It has been determined that in the highly competitive market of the publishing and printing services, as well as systemic problems of the domestic market, marketing audit can be an efficient tool for analysis and control on the definition of problems in the system for management of marketing activities of the publishing and printing enterprise, preventive identifying non-conformity of their status with requirements of the market environment, as well as developing recommendations on how to reduce such non-conformity. Determining and accounting external and internal factors that cause impact on quality and efficiency of marketing audit of entities in the publishing and printing market is the basis for development of the organizational-economic mechanism for implementation of such audit and possibilities for its active implementation in the domestic market conditions.
Keywords: marketing audit, factors, analysis, publishing and printing activities, market research, advertising market.
Fig.: 5. Bibl.: 8.

Bezpalko Iryna R. – Candidate of Sciences (Economics), Associate Professor, Department of Business and Marketing, Ukrainian Academy of Printing (19 Pіd Holoskom Str., Lvіv, 79020, Ukraine)
Email: [email protected]
Bazyliuk Volodymyr B. – Candidate of Sciences (Economics), Associate Professor, Department of Business and Marketing, Ukrainian Academy of Printing (19 Pіd Holoskom Str., Lvіv, 79020, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Bezpalko, Iryna R., and Bazyliuk, Volodymyr B. (2017) “The Prerequisites for Implementing and Ensuring the Efficiency of Marketing Audit at the Publishing and Printing Enterprises.” Business Inform 3:419–424.

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