Skuteczność audytu marketingowego i dylematy pomiaru skuteczności działań marketingowych
Effectiveness of marketing audit and dilemmas of measuring marketing actions' effectiveness

Summary/Abstract: The article presents research results that were held in the area of effectiveness and effi ciency of organization's marketing as well as thesis on aims of marketing audit as a counseling service consolidating a function of controlling marketing effectiveness with a "soft" function that pinpoints directions of change to the organization. The article considered the problem of quality versus quantity research in area of effectiveness and effi ciency of the organization's marketing as well as in area of effectiveness of marketing audit. There are marked, in the article, prerequisites for applicating the controlling function and the creative function of the marketing audit. There is formulated a method of measuring effectiveness of marketing audit in relation to micro-, small and middle enterprises, amongst whom not many defi ne their marketing targets or monitor it's execution.

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