Publication result detail

Measuring indicators for marketing effectiveness in Czech companies

MILICHOVSKÝ, F.

Original Title

Measuring indicators for marketing effectiveness in Czech companies

English Title

Measuring indicators for marketing effectiveness in Czech companies

Type

Scopus Article

Original Abstract

Marketing effectiveness has been accepted as one of the most important parts in corporate performance system. It is due to dynamical changes in business environment in after-crisis times. The goal of this paper is the definition of used possible indicators in measuring marketing effectiveness. The paper presents advance in usable indicators, especially financial and non-financial metrics. Selected studies, focusing on different branches and different indicators, were analysed by the author. The author of article puts the question, which classification is the most statistical explaining the difference of stakeholders in term of evaluation their impact on business management. There were made cluster analysis for data mining including its graphic presentation through dendogram and two-sample t-test by statistical software IBM SPSS Statistics 22 to obtain relevant answer on defined research question. Such limitation of the paper is possible to signify focusing only on domestic (Czech) industrial market.

English abstract

Marketing effectiveness has been accepted as one of the most important parts in corporate performance system. It is due to dynamical changes in business environment in after-crisis times. The goal of this paper is the definition of used possible indicators in measuring marketing effectiveness. The paper presents advance in usable indicators, especially financial and non-financial metrics. Selected studies, focusing on different branches and different indicators, were analysed by the author. The author of article puts the question, which classification is the most statistical explaining the difference of stakeholders in term of evaluation their impact on business management. There were made cluster analysis for data mining including its graphic presentation through dendogram and two-sample t-test by statistical software IBM SPSS Statistics 22 to obtain relevant answer on defined research question. Such limitation of the paper is possible to signify focusing only on domestic (Czech) industrial market.

Keywords

marketing effectiveness; performance; financial indicators; non-financial indicators; engineering.

Key words in English

marketing effectiveness; performance; financial indicators; non-financial indicators; engineering.

Authors

MILICHOVSKÝ, F.

RIV year

2016

Released

31.12.2015

Publisher

Pablo de Olavide University

Location

Sevilla

ISBN

1886-516X

Periodical

Revista de Metodos Cuantitativos para la Economia y la Empresa

Volume

10

Number

20

State

Kingdom of Spain

Pages from

3

Pages to

24

Pages count

24

URL

http://www.upo.es/RevMetCuant/pdf/vol20/art106.pdf

BibTex

@article{BUT119692,
  author="František {Milichovský}",
  title="Measuring indicators for marketing effectiveness in Czech companies",
  journal="Revista de Metodos Cuantitativos para la Economia y la Empresa",
  year="2015",
  volume="10",
  number="20",
  pages="3--24",
  issn="1886-516X",
  url="http://www.upo.es/RevMetCuant/pdf/vol20/art106.pdf"
}