Abstract

The article explains audit as a means of increasing the efficiency of marketing activities and clarifies its role in optimising marketing activities. Scientifically substantiated proposals were made to increase the efficiency of the marketing system based on marketing audits in food production enterprises. The author gives the definitions of marketing audit given by the authors at different times, formulates its goals, essence, and purpose, and identifies problems associated with its implementation. The author’s interpretations are analysed and given to deepen the value of the marketing audit to identify shortcomings in marketing activities in the food industry, which differ in specific features. It should be noted that no matter what position the company occupies in the market, its activities presuppose constant development: introduction of innovations, improvement of production technologies/provision of services, optimisation of business processes, expansion of the customer base, growth of sales volumes and even the number of mistakes that are customary to learn from. The role and usefulness of the marketing audit in identifying vulnerabilities in the work of key divisions of companies, shortcomings in relation to their rivals and various segments of the food market are considered as significant factors affecting the effectiveness of marketing activities. Even after realising the benefits of the marketing approach to doing business, not all managers striving to keep up with the times successfully cope with the task of effective management. The author notes the lack of information on how well and efficiently the marketing and sales departments function. A marketing audit, which emerged from the management audit and formed as a separate direction less than ten years ago, allows you to collect and analyse such information. A marketing audit helps to optimise the necessary information base and empirical data to prepare key management decisions on a particular problem issue and the prospects for the development of the company and contributes to the effectiveness of marketing in general. Prerequisites for creating such a direction as a marketing audit led to a decrease in the relevance of traditional marketing solutions: competing companies began to pursue an active policy in launching new products, distribution and advertising.

Keywords: food products, marketing audit, marketing control, market relations, marketing system

JEL Classification: D21, L66, M31.

Cite as: Guliyev, F. V. (2022). Marketing Audit in Efficiency of Marketing in the Food Industry. Marketing and Management of Innovations, 2, 161-170. https://doi.org/10.21272/mmi.2022.2-15

This work is licensed under a Creative Commons Attribution 4.0 International License

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