Publication detail

Study of measuring marketing effectiveness

SOLČANSKÝ, M. MILICHOVSKÝ, F. SYCHROVÁ, L.

Original Title

Study of measuring marketing effectiveness

English Title

Study of measuring marketing effectiveness

Type

conference paper

Language

en

Original Abstract

The main purpose of this work is to find metric from reviewed studies which organization use to measuring own marketing activities with following separating into financial metrics and non-financial metrics. The paper presents advance in useable metrics, especially financial and non-financial metrics. Selected studies, focusing on different branches and different metrics, were analyzed by the authors. The results of the study are describing relevant metrics to prove efficiency in varied types of organizations in connection with marketing effectiveness. The studies also outline the potential methods for further research focusing on the application of metrics in a diverse environment. The paper also discusses practical researches by marketing specialists.

English abstract

The main purpose of this work is to find metric from reviewed studies which organization use to measuring own marketing activities with following separating into financial metrics and non-financial metrics. The paper presents advance in useable metrics, especially financial and non-financial metrics. Selected studies, focusing on different branches and different metrics, were analyzed by the authors. The results of the study are describing relevant metrics to prove efficiency in varied types of organizations in connection with marketing effectiveness. The studies also outline the potential methods for further research focusing on the application of metrics in a diverse environment. The paper also discusses practical researches by marketing specialists.

Keywords

measuring effectiveness; performance; financial metrics; non-financial metrics; benchmarking

RIV year

2011

Released

10.03.2011

Publisher

Mendel University of Brno, Faculty of Business and Economics

Location

Brno

ISBN

978-80-87106-40-2

Book

Enterprise and Competitive Environment

Pages from

822

Pages to

837

Pages count

16

Documents

BibTex


@inproceedings{BUT35216,
  author="Marek {Solčanský} and František {Milichovský} and Lucie {Jedličková}",
  title="Study of measuring marketing effectiveness",
  annote="The main purpose of this work is to find metric from reviewed studies which organization use to measuring own marketing activities with following separating into financial metrics and non-financial metrics. The paper presents advance in useable metrics, especially financial and non-financial metrics. Selected studies, focusing on different branches and different metrics, were analyzed by the authors. The results of the study are describing relevant metrics to prove efficiency in varied types of
organizations in connection with marketing effectiveness. The studies also outline the potential methods for further research focusing on the application of metrics in a diverse environment. The paper also discusses practical researches by marketing specialists.",
  address="Mendel University of Brno, Faculty of Business and Economics",
  booktitle="Enterprise and Competitive Environment",
  chapter="35216",
  howpublished="electronic, physical medium",
  institution="Mendel University of Brno, Faculty of Business and Economics",
  year="2011",
  month="march",
  pages="822--837",
  publisher="Mendel University of Brno, Faculty of Business and Economics",
  type="conference paper"
}