Keyword: «marketing audit»

The article is devoted to the analysis of the prerequisites and stages of the formation and further development of such form of non-government control as marketing audit, which is the most effective tool for analyzing, controlling and evaluating the effectiveness and practicability of business operations by business entities in the conditions of a “digital” economy development. The authors justify the need to apply this type of control in order to identify the reserves of companies and improve their positions in the context of digitalization and a competitive market.