First Step of Marketing Audit: Risk Analysis

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F18%3A%230000486" target="_blank" >RIV/04274644:_____/18:#0000486 - isvavai.cz</a>

Výsledek na webu

<a href="https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf" target="_blank" >https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

First Step of Marketing Audit: Risk Analysis

Popis výsledku v původním jazyce

Digital society, economic growth and scientific and technological processes result in the emergence of new marketing process risks. These risks need to be continually identified, analysed and researched to eliminate them, thus helping management in the smooth application of marketing processes. This can theoretically and practically be achieved by the modern concept of marketing audit or, more precisely, its first step, which is the risk analysis. The aim of the paper is therefore to analyse the risks and their detection in the marketing process. This is because it can hypothetically be assumed that marketing processes under the pressure of current economic development contain new risks that should be identified, selected and valued. To process such a research task, use is made of experimental application of risk analysis and Delphi method in selected participants of the marketing process. The analysis results then systematize the risks identified based on the specified scale, which can be considered as important data for strategic management and operational decisions of today’s businesses.

Název v anglickém jazyce

First Step of Marketing Audit: Risk Analysis

Popis výsledku anglicky

Digital society, economic growth and scientific and technological processes result in the emergence of new marketing process risks. These risks need to be continually identified, analysed and researched to eliminate them, thus helping management in the smooth application of marketing processes. This can theoretically and practically be achieved by the modern concept of marketing audit or, more precisely, its first step, which is the risk analysis. The aim of the paper is therefore to analyse the risks and their detection in the marketing process. This is because it can hypothetically be assumed that marketing processes under the pressure of current economic development contain new risks that should be identified, selected and valued. To process such a research task, use is made of experimental application of risk analysis and Delphi method in selected participants of the marketing process. The analysis results then systematize the risks identified based on the specified scale, which can be considered as important data for strategic management and operational decisions of today’s businesses.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

MARKETING IDENTITY: Digital Mirrors – part I.

ISBN

9788081059841

ISSN

1339-5726

e-ISSN

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Počet stran výsledku

11

Strana od-do

370-380

Název nakladatele

UCM v Trnave

Místo vydání

Trnava

Místo konání akce

Slovenská akademie věd, Smolenice, Slovensko

Datum konání akce

6. 11. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000467818300036