Publication result detail

Effectiveness of marketing mix activities in engineering companies in the Czech Republic

MILICHOVSKÝ, F.

Original Title

Effectiveness of marketing mix activities in engineering companies in the Czech Republic

English Title

Effectiveness of marketing mix activities in engineering companies in the Czech Republic

Type

Scopus Article

Original Abstract

The effectiveness of marketing activities has become important, especially in the industrial environment. In an industrial environment, there is a prerequisite for the success of strategic marketing objectives in relation to corporate strategy. The main aim of the paper is to determine whether the realization of marketing activities is influenced by corporate size. For this reason, a questionnaire survey was used, focusing on engineering companies operating in the Czech Republic. To process the results of the questionnaire survey, both basic types of descriptive statistics and Pearson’s chi-square test were used on the selected dataset. The data were processed using the statistical program IBM SPSS Statistics 22. The conclusions provide characteristics of the limitations of research and its potential further direction.

English abstract

The effectiveness of marketing activities has become important, especially in the industrial environment. In an industrial environment, there is a prerequisite for the success of strategic marketing objectives in relation to corporate strategy. The main aim of the paper is to determine whether the realization of marketing activities is influenced by corporate size. For this reason, a questionnaire survey was used, focusing on engineering companies operating in the Czech Republic. To process the results of the questionnaire survey, both basic types of descriptive statistics and Pearson’s chi-square test were used on the selected dataset. The data were processed using the statistical program IBM SPSS Statistics 22. The conclusions provide characteristics of the limitations of research and its potential further direction.

Keywords

Marketing Mix, Marketing Effectiveness, Corporate Size, Engineering

Key words in English

Marketing Mix, Marketing Effectiveness, Corporate Size, Engineering

Authors

MILICHOVSKÝ, F.

RIV year

2018

Released

31.03.2017

Publisher

European Association Comenius – EACO

Location

Brno

ISBN

1804-6746

Periodical

Danube

Volume

8

Number

1

State

Czech Republic

Pages from

45

Pages to

55

Pages count

11

BibTex

@article{BUT134641,
  author="František {Milichovský}",
  title="Effectiveness of marketing mix activities in engineering companies in the Czech Republic",
  journal="Danube",
  year="2017",
  volume="8",
  number="1",
  pages="45--55",
  doi="10.1515/danb-2017-0004",
  issn="1804-6746"
}