РЕЗИЛЬЄНТНИЙ АУДИТ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВ ТОРГІВЛІ НА ЗАСАДАХ ЦИФРОВІЗАЦІЇ

Abstract

The article considers organizational and methodological approaches to conducting a resilient audit of marketing activities of trade enterprises, based on the methodological principle of holistic personalism, which is applicable to any human-sized economic systems. It is substantiated that in the current economic environment, trade enterprises face the need to develop theoretical and methodological foundations for auditing marketing activities to perform control functions over such aspects of marketing activities as: marketing costs; marketing assets; marketing communications; effectiveness of pricing strategy; level of customer loyalty, which poses relevant tasks and requires the implementation of procedures for their solution on the basis of digitalization. The market for digital tools and platforms for analyzing marketing data is monitored and a reference model for auditing the marketing activities of trade enterprises using them is proposed. An analysis of approaches to allocating the stages of marketing activity audit by scientists and the peculiarities of trade enterprises and research of their marketing environment allowed to allocate five stages of marketing activity audit (determining the objectives of marketing activity audit; planning of marketing activity audit; diagnostic stage of marketing activity audit; implementation of marketing activity audit; final stage of marketing activity audit). It is proposed to allocate the following areas for assessing the effectiveness of marketing activities: effectiveness of product policy; effectiveness of pricing policy; effectiveness of communication policy. This will allow the auditor to: adequately assess the effectiveness of sales channels, the effectiveness of advertising and PR companies, the effectiveness of stimulating consumer loyalty; analyze the dynamics of prices, the adequacy of the level of trade margin and assess pricing risks; assess the efficiency of production, marketing potential, customer satisfaction and market orientation.