Marketing audit in industrial companies in Romania

Abstract

The present paper investigates the relationship between company size, the industry in which it develops its activity and intellectual capital. The aim of the paper is to identify if the system for measuring the performance in a company is directly related to the attitude to intelectual capital, as well as to analyse the existence of a marketing audit in a company. In this way research was conducted in 54 companies in Romania from the following counties: Alba, Sibiu, Hunedoara and Cluj. These companies belong to different sectors of the economy, which allows, to a certain degree, to generalise the results of survey.