The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian Organizations
In today`s society, marked by profound changes in consumer attitudes towards the environment and social issues, organizations are forced to behave responsibly, to be oriented towards a sustainable marketing. However the efforts of the organization should be evaluated periodically to see the extent t...
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| Format: | Article |
| Language: | English |
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Editura ASE
2015-08-01
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| Series: | Amfiteatru Economic |
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| Online Access: | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=2446 |
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| author | Daniel Serbănică Violeta Rădulescu Anca Francisca Cruceru |
| author_facet | Daniel Serbănică Violeta Rădulescu Anca Francisca Cruceru |
| author_sort | Daniel Serbănică |
| collection | DOAJ |
| description | In today`s society, marked by profound changes in consumer attitudes towards the environment and social issues, organizations are forced to behave responsibly, to be oriented towards a sustainable marketing. However the efforts of the organization should be evaluated periodically to see the extent to which objectives are achieved and the extent to which resource consumption leads to results. From the marketing perspective, this can be achieved through marketing audit, which is a tool for evaluating and controlling a marketing organization’s performance. This paper aims, through a documentary study in the first part and an exploratory quantitative research, in the second, to highlight the role and place of the audit of marketing in companies in Romania, to assess the effectiveness of marketing activity undertaken the principles of sustainability. The last part of the paper includes research findings and a series of theoretical and managerial recommendations on the use of marketing audit as a tool for assessing the sustainability of marketing companies in the target group, with the possibility of generalizing to all companies operating on the market in Romania. |
| format | Article |
| id | doaj-art-47e9eecdd4f5491e8bf199961c0618d6 |
| institution | OA Journals |
| issn | 1582-9146 2247-9104 |
| language | English |
| publishDate | 2015-08-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Amfiteatru Economic |
| spelling | doaj-art-47e9eecdd4f5491e8bf199961c0618d62025-08-20T01:56:23ZengEditura ASEAmfiteatru Economic1582-91462247-91042015-08-01174010111022The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian OrganizationsDaniel Serbănică0Violeta Rădulescu 1Anca Francisca Cruceru 2Bucharest University of Economic Studies, RomaniaBucharest University of Economic Studies, RomaniaBucharest University of Economic Studies, RomaniaIn today`s society, marked by profound changes in consumer attitudes towards the environment and social issues, organizations are forced to behave responsibly, to be oriented towards a sustainable marketing. However the efforts of the organization should be evaluated periodically to see the extent to which objectives are achieved and the extent to which resource consumption leads to results. From the marketing perspective, this can be achieved through marketing audit, which is a tool for evaluating and controlling a marketing organization’s performance. This paper aims, through a documentary study in the first part and an exploratory quantitative research, in the second, to highlight the role and place of the audit of marketing in companies in Romania, to assess the effectiveness of marketing activity undertaken the principles of sustainability. The last part of the paper includes research findings and a series of theoretical and managerial recommendations on the use of marketing audit as a tool for assessing the sustainability of marketing companies in the target group, with the possibility of generalizing to all companies operating on the market in Romania.http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=2446marketing auditsustainable marketingmarketing performancesustainabilityRomanian companies |
| spellingShingle | Daniel Serbănică Violeta Rădulescu Anca Francisca Cruceru The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian Organizations Amfiteatru Economic marketing audit sustainable marketing marketing performance sustainability Romanian companies |
| title | The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian Organizations |
| title_full | The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian Organizations |
| title_fullStr | The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian Organizations |
| title_full_unstemmed | The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian Organizations |
| title_short | The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian Organizations |
| title_sort | role of marketing audit in evaluation sustainable marketing performance in romanian organizations |
| topic | marketing audit sustainable marketing marketing performance sustainability Romanian companies |
| url | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=2446 |
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