THE ROLE OF PRODUCT AUDIT POLICY IN INCREASING ORGANIZATIONAL PERFORMANCE

In terms of markets more competitive, competitive advantage becomes a problem getting increasingly more difficult. Offer organization is the first element that can provide differentiation from competitors, the organization should regularly monitor the performance of their products in the market to a...

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Bibliographic Details
Published inAnnals of the University of Petroşani. Economics Vol. XII; no. 3; pp. 223 - 230
Main Authors VIOLETA RĂDULESCU, ANCA FRANCISCA CRUCERU
Format Journal Article
LanguageEnglish
Published University of Petrosani 01.10.2012
Subjects
brand audit portfolio planning model
marketing audit
product audit
strategic marketing planning
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Summary:In terms of markets more competitive, competitive advantage becomes a problem getting increasingly more difficult. Offer organization is the first element that can provide differentiation from competitors, the organization should regularly monitor the performance of their products in the market to achieve its objectives. Marketing decisions regarding product policy of the organization should be made after a comprehensive analysis within specific steps of strategic marketing planning. It is necessary, therefore a thorough analysis of the product portfolio of the organizations. In this regard an important role hold product audit policy and brand audit. This paper aims to present the steps and methods to be used for effective analysis of the product portfolio of the organization to effective competition on the relevant market.
ISSN:1582-5949
2247-8620