Detail publikačního výsledku

Effectiveness of marketing mix activities in engineering companies in the Czech Republic

MILICHOVSKÝ, F.

Originální název

Effectiveness of marketing mix activities in engineering companies in the Czech Republic

Anglický název

Effectiveness of marketing mix activities in engineering companies in the Czech Republic

Druh

Článek Scopus

Originální abstrakt

The effectiveness of marketing activities has become important, especially in the industrial environment. In an industrial environment, there is a prerequisite for the success of strategic marketing objectives in relation to corporate strategy. The main aim of the paper is to determine whether the realization of marketing activities is influenced by corporate size. For this reason, a questionnaire survey was used, focusing on engineering companies operating in the Czech Republic. To process the results of the questionnaire survey, both basic types of descriptive statistics and Pearson’s chi-square test were used on the selected dataset. The data were processed using the statistical program IBM SPSS Statistics 22. The conclusions provide characteristics of the limitations of research and its potential further direction.

Anglický abstrakt

The effectiveness of marketing activities has become important, especially in the industrial environment. In an industrial environment, there is a prerequisite for the success of strategic marketing objectives in relation to corporate strategy. The main aim of the paper is to determine whether the realization of marketing activities is influenced by corporate size. For this reason, a questionnaire survey was used, focusing on engineering companies operating in the Czech Republic. To process the results of the questionnaire survey, both basic types of descriptive statistics and Pearson’s chi-square test were used on the selected dataset. The data were processed using the statistical program IBM SPSS Statistics 22. The conclusions provide characteristics of the limitations of research and its potential further direction.

Klíčová slova

Marketing Mix, Marketing Effectiveness, Corporate Size, Engineering

Klíčová slova v angličtině

Marketing Mix, Marketing Effectiveness, Corporate Size, Engineering

Autoři

MILICHOVSKÝ, F.

Rok RIV

2018

Vydáno

31.03.2017

Nakladatel

European Association Comenius – EACO

Místo

Brno

ISSN

1804-6746

Periodikum

Danube

Svazek

8

Číslo

1

Stát

Česká republika

Strany od

45

Strany do

55

Strany počet

11

BibTex

@article{BUT134641,
  author="František {Milichovský}",
  title="Effectiveness of marketing mix activities in engineering companies in the Czech Republic",
  journal="Danube",
  year="2017",
  volume="8",
  number="1",
  pages="45--55",
  doi="10.1515/danb-2017-0004",
  issn="1804-6746"
}