Komparace využívaných analýz při zpracování marketingového auditu
Comparisons Used Analyses When Processing Marketing Audit

Summary/Abstract: This paper discusses the marketing audit. The purpose of this article is to familiarize the reader with problems of marketing audit, define its content, define and characterize its purpose, goal and benefits for the audited company. Further it is to highlight the possibility of using analyses that may be beneficial while implementing marketing audit in the company, and indicate its weaknesses and problem areas or, on the contrary, determine its strengths and potential opportunities. The aim of this paper is to propose an optimum combination of analyses used in the processing of marketing audit.

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