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- Title
MARKETING AUDIT OF INNOVATION ACTIVITY OF ENTERPRISES: THEORETICAL AND METHODICAL APPROACH.
- Authors
Balyk, Ulyana; Kolisnyk, Mykhailo
- Abstract
The essence, objectives and peculiarities of marketing audit of innovation activity of enterprises have been identified. A methodical approach to conduction of an audit at enterprises involved in the innovation activity was proposed, based on the Ukrainian legal framework concerning auditing activity and analysis of theoretical and applied studies on marketing audit. A system of indices for the evaluation of efficiency of innovation marketing was developed.
- Subjects
MARKETING audits; MARKETING strategy; MARKETING management; AUDITING; MARKETING
- Publication
Marketing & Management of Innovations / Marketing ì Menedžment Ìnnovacìj, 2017, Issue 3, p87
- ISSN
2218-4511
- Publication type
Article
- DOI
10.21272/mmi.2017.3-09