ECONOMIC AND MATHEMATICAL MODELING AND INFORMATION TECHNOLOGIES IN MARKETING AUDIT

Abstract

The article is devoted to determining the role of economic and mathematical modeling and information technologies in conducting a marketing audit. The importance of a relatively new direction in marketing science – marketing audit – is emphasized. The main areas and directions of its implementation, in particular the audit of marketing environment, strategy, systems, products, as well as marketing functions – goods, prices, advertising, sales promotion, product promotion, sales staff – are identified. Emphasis is placed on key methods of marketing audit, in particular general scientific, general economic, marketing ones, and the directions of their use are determined. The importance of mathematical and statistical methods in making management decisions and solving marketing problems is noted. The main methods that play a key role in solving the tasks of marketing audit, in particular correlation-regression, dispersion, variational, discriminant, factor, cluster analysis methods, are named. It is noted that balance sheet, optimization, network planning methods, inventory management models, demand and consumption modeling, queuing theory, game theory, decision making in the conditions of uncertainty and risk are the main economic and mathematical models in marketing.
 It is emphasized that information technologies are a key tool in conducting a marketing audit. Modern capabilities of computer technology create the conditions for accurate, high-quality, timely information and provide its high-quality, scientifically sound processing. It is noted that information technologies provide the development and implementation of management decisions. It is substantiated that with the help of information technologies the access of audit specialists to the data and knowledge bases necessary for the analysis, as well as for the implementation of economic and mathematical models, without which it is impossible to imagine a modern marketing audit, is open. It is stated that information technologies have also become a key means of communication, transmission of information, holding operational business meetings and conferences.