论市场营销审计

发布时间：2018-06-30 17:02

本文选题：市场营销 + 审计　；参考：《首都经济贸易大学》2002年硕士论文

【摘要】： 随着市场营销活动的广泛发展，营销活动中出现了诸多问题，这就需要营销评价和营销控制发现营销活动中的问题，发掘营销活动中的机会，以进一步提高营销管理水平，，改进营销活动绩效。公司制度的发展及其公司内部分权管理制度的推行，使所有者与经营者之间形成了委托与受托的管理责任关系，所有者和经理作为委托人需要了解受托责任的履行情况，经营者和营销人员为了有效的履行和解除受托责任，均需要以提高营销绩效为目标，以营销评价与营销控制为主要职能的市场营销审计活动，这种需要成为营销审计迅速发展的根本推动力。在西方发达国家企业中，市场营销审计长期采用，备受重视。随着公司制在我国的普及以及市场营销活动的蓬勃发展，相信市场营销审计的研究也会在我国不断深入。
[Abstract]:With the extensive development of marketing activities, there are many problems in marketing activities, which need marketing evaluation and marketing control to discover the problems in marketing activities, explore opportunities in marketing activities, in order to further improve the level of marketing management. Improve the performance of marketing activities. With the development of the company system and the implementation of the decentralized management system within the company, the relationship between the owner and the operator is formed, and the owner and the manager, as the principal, need to understand the implementation of the fiduciary responsibility. In order to fulfill and relieve the fiduciary responsibility effectively, the managers and marketers need the marketing audit activities which aim at improving the marketing performance and take the marketing evaluation and marketing control as the main functions. This kind of need becomes the fundamental impetus of the rapid development of marketing audit. In the western developed country enterprise, the marketing audit adopts for a long time, receives the attention. With the popularization of the company system in our country and the vigorous development of the marketing activities, it is believed that the research of the marketing audit will continue to deepen in our country.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2002
【分类号】：F239.6

【引证文献】