Keyword: «tool»

The paper discusses the causes and stages of development of a form of non-state control – the marketing audit being a tool for analyzing and evaluating the effectiveness of various business segments of the market. The authors prove the feasibility of using a marketing audit to identify and use marketing resources of enterprise in order to improve its position in the market.

In the modern quickly changing economic system increase of processes of information and globalization lead to change of a relation of business and authorities. Need of studying of problems of management of interaction of small and medium business with authorities caused emergence of the new phenomenon in the theory and practice of management – GR management (from English Government relations management – «management of communications with public authorities»).

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.