Detail publikačního výsledku

Marketing effectiveness in engineering: Case study In Czech companies

MILICHOVSKÝ, F.

Originální název

Marketing effectiveness in engineering: Case study In Czech companies

Anglický název

Marketing effectiveness in engineering: Case study In Czech companies

Druh

Stať ve sborníku v databázi WoS či Scopus

Originální abstrakt

Paper is focused on the current needs of the business effectiveness and efficiency of marketing activities in engineering field. In industrial environment, effectiveness has been kind of prerequisite for the success of the strategic marketing objectives in relation to corporate strategy. To explore the knowledge area there was also used primary and secondary research. The research was conducted in three companies. This paper is based on primary research, where case study was used, designed as triangulation (included structured questionnaire, interviews, content analysis).

Anglický abstrakt

Paper is focused on the current needs of the business effectiveness and efficiency of marketing activities in engineering field. In industrial environment, effectiveness has been kind of prerequisite for the success of the strategic marketing objectives in relation to corporate strategy. To explore the knowledge area there was also used primary and secondary research. The research was conducted in three companies. This paper is based on primary research, where case study was used, designed as triangulation (included structured questionnaire, interviews, content analysis).

Klíčová slova

Case study, marketing effectiveness, engineering, marketing activities

Klíčová slova v angličtině

Case study, marketing effectiveness, engineering, marketing activities

Autoři

MILICHOVSKÝ, F.

Rok RIV

2016

Vydáno

07.05.2015

Nakladatel

International Business Information Management Association (IBIMA)

Místo

Amsterdam Netherlands

ISBN

978-0-9860419-4-5

Kniha

Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth Editor

Strany od

2303

Strany do

2310

Strany počet

8

BibTex

@inproceedings{BUT114918,
  author="František {Milichovský}",
  title="Marketing effectiveness in engineering: Case study In Czech companies",
  booktitle="Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth Editor",
  year="2015",
  number="25.",
  pages="2303--2310",
  publisher="International Business Information Management Association (IBIMA)",
  address="Amsterdam Netherlands",
  isbn="978-0-9860419-4-5"
}