FEATURES OF CONDUCTING A MARKETING AUDIT OF EVENT MARKETING IMPLEMENTATION PROCESSES

This study examines the features and significance of conducting a marketing audit of event marketing implementation processes in modern organizations. In the context of increasing competition and the rapid development of the service economy, event marketing has become an essential tool for engaging customers, strengthening brand positioning, and enhancing experiential value. The research aims to analyze the methodological and practical aspects of auditing event marketing activities, focusing on their planning, execution, and evaluation stages. The study is based on a mixed-method research approach, combining theoretical analysis with empirical investigation. Theoretical foundations are derived from established marketing audit concepts and their application within Integrated Marketing Communications. Empirical methods include case study analysis, surveys, KPI-based performance evaluation, and SWOT analysis. The research identifies key features of event marketing audits, such as their process-oriented nature, integration with performance measurement systems, multi-dimensional evaluation, and emphasis on risk management and compliance.本研究探讨了现代企业开展活动营销实施流程营销审计（marketing audit）的特征与意义。在竞争日趋激烈、服务经济快速发展的背景下，活动营销已成为吸引客户、强化品牌定位、提升体验价值的核心工具。本研究旨在剖析活动营销审计活动的方法论与实践维度，重点聚焦其规划、执行与评估三大阶段。 本研究采用混合研究方法，将理论分析与实证调研相结合。理论基础源自成熟的营销审计（marketing audit）概念及其在整合营销传播（Integrated Marketing Communications）中的应用实践。实证研究方法涵盖案例分析、问卷调查、基于关键绩效指标（Key Performance Indicator，KPI）的绩效评估以及SWOT分析。本研究明确了活动营销审计的核心特征，包括其流程导向属性、与绩效衡量体系的整合性、多维度评估特性，以及对风险管理与合规性的高度重视。