A New Concept of the Marketing Communications Diagnostic Audit

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F21%3A%230000838" target="_blank" >RIV/04274644:_____/21:#0000838 - isvavai.cz</a>

Result on the web

<a href="https://fmk.sk/download/MI_2021_eng_FINAL.pdf" target="_blank" >https://fmk.sk/download/MI_2021_eng_FINAL.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

A New Concept of the Marketing Communications Diagnostic Audit

Original language description

The current economic trend is driven by changes associated with the global pandemic situation. These changes are also new opportunities for business and its constituent parts. One exposed aspect of this pandemic business is modern marketing communication. Audit approaches can be used to bring a standard of due professional care to marketing communications. However, this gives rise to an elementary problem of application – auditing is methodologically demanding and is not commonly used in marketing communications. It is therefore necessary to investigate how auditing can be applied on an interdisciplinary basis in marketing communications. The research objective of the present paper is therefore to construct a specific audit model that verifies the risk processes of marketing communications and proposes solutions to any deficiencies identified. This model takes inspiration from medical science, which uses precisely the methodology of diagnostic points (temperature, pulse, pressure, etc.) in human medical examinations. If the diagnostic points are in order, a positive assurance of human health is issued. If the diagnosis is not in order, a more in-depth approach is taken to the situation. This model can also be effectively applied in the process of marketing communications. The basic approaches of audit diagnostics are based on identified risk points in marketing communications that provide important information about its quality. And once gain, if the diagnostic points are in order, a positive assurance is issued on the health of the marketing communications. If the diagnostics are not in order, the situation is taken to a deeper level by setting audit recommendations. This approach makes available a wide range of audit approaches for the entire topic of marketing communications. A diagnostic audit can thereby help marketing management in these current challenging times, while expanding the possibilities of effective application of marketing, which ultimately can help businesses affected by the pandemic.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

MARKETING IDENTITY: NEW CHANGES, NEW CHALLENGES : Conference Proceedings from the International Scientific Conference, 9th November 2021, online

ISBN

9788057202202

ISSN

1339-5726

e-ISSN

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Number of pages

744

Pages from-to

426-434

Publisher name

Faculty of Mass Media Communication - University of Ss. Cyril and Methodius in Trnava

Place of publication

Trnava (Slovakia)

Event location

Trnava (Slovakia)

Event date

Nov 9, 2021

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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