Detail publikačního výsledku

Study of measuring marketing effectiveness

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

Originální název

Study of measuring marketing effectiveness

Anglický název

Study of measuring marketing effectiveness

Druh

Stať ve sborníku v databázi WoS či Scopus

Originální abstrakt

The main purpose of this work is 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 are 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 paper also discusses practical researches by marketing specialists.

Anglický abstrakt

The main purpose of this work is 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 are 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 paper also discusses practical researches by marketing specialists.

Klíčová slova

measuring effectiveness; performance; financial metrics; non-financial metrics; benchmarking

Klíčová slova v angličtině

measuring effectiveness; performance; financial metrics; non-financial metrics; benchmarking

Autoři

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

Rok RIV

2011

Vydáno

10.03.2011

Nakladatel

Mendel University of Brno, Faculty of Business and Economics

Místo

Brno

ISBN

978-80-87106-40-2

Kniha

Enterprise and Competitive Environment

Strany od

822

Strany do

837

Strany počet

16

BibTex

@inproceedings{BUT35216,
  author="Marek {Solčanský} and František {Milichovský} and Lucie {Jedličková}",
  title="Study of measuring marketing effectiveness",
  booktitle="Enterprise and Competitive Environment",
  year="2011",
  pages="822--837",
  publisher="Mendel University of Brno, Faculty of Business and Economics",
  address="Brno",
  isbn="978-80-87106-40-2"
}