Risk Audit of Marketing Communication

@article{6729,
   author = {Kupec, Václav},
   article_location = {Piraeus},
   article_number = {1},
   keywords = {assessment; audit; communication; marketing; risk},
   language = {eng},
   issn = {1108-2976},
   journal = {European Research Studies Journal},
   title = {Risk Audit of Marketing Communication},
   url = {https://www.ersj.eu/dmdocuments/2018_XXI_1_11.pdf},
   volume = {21},
   year = {2018}
}

TY  - JOUR
ID  - 6729
AU  - Kupec, Václav
PY  - 2018
TI  - Risk Audit of Marketing Communication
JF  - European Research Studies Journal
VL  - 21
IS  - 1
SP  - 125-132
EP  - 125-132
PB  - International Strategic Management Association
SN  - 11082976
KW  - assessment
KW  - audit
KW  - communication
KW  - marketing
KW  - risk
UR  - https://www.ersj.eu/dmdocuments/2018_XXI_1_11.pdf
L2  - https://www.ersj.eu/dmdocuments/2018_XXI_1_11.pdf
N2  - With the continued growth in the business environment and Industry 4.0 companies are taking new business opportunities while facing new business risks at the same time. Risk management tools include a modern audit, which evaluates risk through analytical approaches. The objective of this article is therefore to verify the analytical possibilities of the audit to detect and eliminate the selected risks. The methodological processing of this goal is addressed by analysing the risks of marketing communication and audit testing on the Generation Z sample for which the on-line environment is part of everyday life. Audit results reveal specific risks in marketing communications and suggest recommendations for their adequate reduction. These recommendations can then be used to innovate marketing strategies.
ER  - 

KUPEC, Václav. Risk Audit of Marketing Communication. \textit{European Research Studies Journal}. Piraeus: International Strategic Management Association, vol.~21, No~1, p.~125-132. ISSN~1108-2976. 2018.