Publication result detail

Measurement of marketing effectiveness in industrial field

MILICHOVSKÝ, F.; ŠIMBEROVÁ, I.

Original Title

Measurement of marketing effectiveness in industrial field

English Title

Measurement of marketing effectiveness in industrial field

Type

Paper in proceedings (conference paper)

Original Abstract

The paper draws upon a research about the influence of marketing effectiveness on the companies in the Czech Republic. Industrial marketing creates big opportunities for many companies which influence not only final consumer. It comes to this, that companies must become more innovative in production which could both decrease final price and increase quality of products as need. Industry area is the specific field for efficiency and performance measurement because there is not any integrated point of view on the implementation of specific marketing activities. Aim of the paper is to analyze whether Czech companies track marketing efforts and what methods of tracking they use. For this paper were used literature research as secondary research and as primary research questionnaire survey with processing by SPSS Statistics. In questionnaire survey were asked companies from various industrial fields.

English abstract

The paper draws upon a research about the influence of marketing effectiveness on the companies in the Czech Republic. Industrial marketing creates big opportunities for many companies which influence not only final consumer. It comes to this, that companies must become more innovative in production which could both decrease final price and increase quality of products as need. Industry area is the specific field for efficiency and performance measurement because there is not any integrated point of view on the implementation of specific marketing activities. Aim of the paper is to analyze whether Czech companies track marketing efforts and what methods of tracking they use. For this paper were used literature research as secondary research and as primary research questionnaire survey with processing by SPSS Statistics. In questionnaire survey were asked companies from various industrial fields.

Keywords

Industrial Marketing, Marketing Metrics, Marketing Effectiveness

Key words in English

Industrial Marketing, Marketing Metrics, Marketing Effectiveness

Authors

MILICHOVSKÝ, F.; ŠIMBEROVÁ, I.

RIV year

2014

Released

07.09.2013

Publisher

EDIS

Location

Žilina

ISBN

978-80-554-0551-3

Book

Electronic Interantional Interdisciplinary Conference 2012

Pages from

170

Pages to

176

Pages count

7

BibTex

@inproceedings{BUT93758,
  author="František {Milichovský} and Iveta {Šimberová}",
  title="Measurement of marketing effectiveness in industrial field",
  booktitle="Electronic Interantional Interdisciplinary Conference 2012",
  year="2013",
  pages="170--176",
  publisher="EDIS",
  address="Žilina",
  isbn="978-80-554-0551-3"
}