Publication detail

Marketing Effectiveness by Way of Metrics

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

Original Title

Marketing Effectiveness by Way of Metrics

English Title

Marketing Effectiveness by Way of Metrics

Type

journal article - other

Language

en

Original Abstract

Every company should be able to demonstrate own efficiency and effectiveness by used metrics or other processes and standards. Businesses may be missing a direct comparison with competitors in the industry, which is only possible using appropriately chosen instruments, whether financial or non-financial. The main purpose of this study is to describe and compare the approaches of the individual authors. 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 is 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 study contributes to a clearer idea of how to measure performance and effectiveness.

English abstract

Every company should be able to demonstrate own efficiency and effectiveness by used metrics or other processes and standards. Businesses may be missing a direct comparison with competitors in the industry, which is only possible using appropriately chosen instruments, whether financial or non-financial. The main purpose of this study is to describe and compare the approaches of the individual authors. 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 is 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 study contributes to a clearer idea of how to measure performance and effectiveness.

Keywords

Effectiveness, performance, financial metrics, non-financial metrics, benchmarking

RIV year

2011

Released

28.04.2011

Publisher

KTU

Location

Kaunas, Lithuania

ISBN

1822-6515

Periodical

Economics and management-2007

Year of study

2011

Number

16

State

LT

Pages from

1323

Pages to

1328

Pages count

6

Documents

BibTex


@article{BUT50965,
  author="Marek {Solčanský} and Lucie {Jedličková} and František {Milichovský}",
  title="Marketing Effectiveness by Way of Metrics",
  annote="Every company should be able to demonstrate own efficiency and effectiveness by used metrics or other processes and standards. Businesses may be missing a direct comparison with competitors in the industry, which is only possible using appropriately chosen instruments, whether financial or non-financial.
The main purpose of this study is to describe and compare the approaches of the individual authors. 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 is 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 study contributes to a clearer idea of how to measure performance and effectiveness.",
  address="KTU",
  chapter="50965",
  institution="KTU",
  number="16",
  volume="2011",
  year="2011",
  month="april",
  pages="1323--1328",
  publisher="KTU",
  type="journal article - other"
}