IMPLEMENTATION OF MARKETING AUDIT INTO THE SPHERE OF ELECTRONIC ENTREPRENEURSHIP

The article states that modern market conditions require e-business entrepreneurs to evaluate rapidly their own market opportunities, the effectiveness of management decisions, and, also, the business value. The audit of marketing activity is made to evaluate it, as well as to search and formulate actions to remove bottlenecks in the internal marketing system. The article suggests an algorithm for conducting a marketing audit for business entities. It is proved that the goal of marketing audit is a comprehensive analysis of the business components, its economic activity sphere, and, also, research into the development of an entrepreneurial structure prospects. As a result of the marketing actions, a list of topical issues is being developed, which should be answered in order to identify the existing problems and to plan the ways of their solution by means of the marketing audit model. It has been determined that the marketing audit process includes leading stages in studying the current marketing condition; assessment of the disclosed facts and preparation of recommendations on improving the marketing activity of the business structure. It has been proved that strategic analysis and audit in the sphere of e-business includes gathering of the most important information about the entrepreneur activity. This information consists of the aspects and data, used in the development of specific goals and the entrepreneur business strategy. It was determined that the audit consists of two main sections: internal and external audit. External audit, or audit of the entrepreneurial marketing environment, examines the macro environment and it`s tasks, while internal audit examines all aspects of the entrepreneur's activity in the field of e-business.