Publication result detail

Signification of marketing effectiveness in industry

MILICHOVSKÝ, F.; ŠIMBEROVÁ, I.

Original Title

Signification of marketing effectiveness in industry

English Title

Signification of marketing effectiveness in industry

Type

Peer-reviewed article not indexed in WoS or Scopus

Original Abstract

Nowadays, marketing and marketing performance are becoming one of the most important sections in all companies. The reason for this change is made by world globalization. Many companies have to improve own corporate marketing activities, especially in industrial marketing. Marketing thinking brings new view on market environment and creates specific marketing tools, which are possible to use in industry area. Companies have no comparison with own competitors in the individual industry fields, which is only possible using appropriately by chosen instruments. The goal of this paper is map current level of knowledge on the issue, based on a search of scientific articles and researches.

English abstract

Nowadays, marketing and marketing performance are becoming one of the most important sections in all companies. The reason for this change is made by world globalization. Many companies have to improve own corporate marketing activities, especially in industrial marketing. Marketing thinking brings new view on market environment and creates specific marketing tools, which are possible to use in industry area. Companies have no comparison with own competitors in the individual industry fields, which is only possible using appropriately by chosen instruments. The goal of this paper is map current level of knowledge on the issue, based on a search of scientific articles and researches.

Keywords

marketing effectiveness, industry, corporate performance, measurement.

Key words in English

marketing effectiveness, industry, corporate performance, measurement.

Authors

MILICHOVSKÝ, F.; ŠIMBEROVÁ, I.

RIV year

2012

Released

16.11.2011

Publisher

Mykolas Romeris University

Location

Vilnius

ISBN

2029-8501

Periodical

International Scientific Conference “Whither Our Economies

Volume

2011

Number

1

State

Republic of Lithuania

Pages from

98

Pages to

103

Pages count

6

BibTex

@article{BUT75309,
  author="František {Milichovský} and Iveta {Šimberová}",
  title="Signification of marketing effectiveness in industry",
  journal="International Scientific Conference “Whither Our Economies",
  year="2011",
  volume="2011",
  number="1",
  pages="98--103",
  issn="2029-8501"
}