Audyt marketingowy jako narzędzie kontroli marketingowej w świetle wyników badań polskich przedsiębiorstw
Marketing audit as an instrument of marketing control: empirical research of Polish enterprises

Summary/Abstract: Marketing audit is considered to be equivalent of strategic control and represents the most comprehensive action connected with the valuation of marketing activities. The main goal of this publication is to present the theoretical and practical implementation of marketing audit in Polish companies. Surveys conducted among marketing managers in Polish companies show that marketing audit is not widespread and the interest in the subject-relevant topics is rather limited. Taking into consideration the observations which have been made it is justified to call for a greater popularization of the marketing audit in Polish companies.

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