Detail publikačního výsledku

KEY PERFORMANCE INDICATORS AS A BASIC ELEMENT FOR A MARKETING EFFICIENCY MEASUREMENT

SYCHROVÁ, L.; ŠIMBEROVÁ, I.

Originální název

KEY PERFORMANCE INDICATORS AS A BASIC ELEMENT FOR A MARKETING EFFICIENCY MEASUREMENT

Anglický název

KEY PERFORMANCE INDICATORS AS A BASIC ELEMENT FOR A MARKETING EFFICIENCY MEASUREMENT

Druh

Článek recenzovaný mimo WoS a Scopus

Originální abstrakt

In today's highly competitive, it is not easy to acquire and retain customers. If it fails, it is necessary to closely monitor their needs and offer them products and services of high quality. Improving business performance is also means to supply customers with the highest added value. Businesses can not stand up for their vision without a clearly articulated strategy. Key performance indicators (KPI - Key Performance Indicator, sometimes Indicator Key Point or Key Success Indicator) systems are an essential element for measuring performance and help organizations achieve their objectives. In any business, of course, many processes that can be measured very effectively. Monitoring the actual indicator values and comparison with established values of the organization directed officers to critical places where you need to improve the performance of established processes to achieve the set goals. Individual KPIs are clearly anchored in the procedural structure of the organization.When defining KPIs usually progresses from top to bottom - from strategic business objectives to the operational objectives of the individual processes. The goal of this article is to assess the possibilities and benefits of using KPIs indicator for measuring marketing effectiveness.

Anglický abstrakt

In today's highly competitive, it is not easy to acquire and retain customers. If it fails, it is necessary to closely monitor their needs and offer them products and services of high quality. Improving business performance is also means to supply customers with the highest added value. Businesses can not stand up for their vision without a clearly articulated strategy. Key performance indicators (KPI - Key Performance Indicator, sometimes Indicator Key Point or Key Success Indicator) systems are an essential element for measuring performance and help organizations achieve their objectives. In any business, of course, many processes that can be measured very effectively. Monitoring the actual indicator values and comparison with established values of the organization directed officers to critical places where you need to improve the performance of established processes to achieve the set goals. Individual KPIs are clearly anchored in the procedural structure of the organization.When defining KPIs usually progresses from top to bottom - from strategic business objectives to the operational objectives of the individual processes. The goal of this article is to assess the possibilities and benefits of using KPIs indicator for measuring marketing effectiveness.

Klíčová slova

Performance, efficiency, measurement, key indicators, marketing activities

Klíčová slova v angličtině

Performance, efficiency, measurement, key indicators, marketing activities

Autoři

SYCHROVÁ, L.; ŠIMBEROVÁ, I.

Rok RIV

2013

Vydáno

10.05.2012

Nakladatel

Vilnius GediminasTechnical University

Místo

Litevská republika

ISSN

1648-0627

Periodikum

Business: Theory and Practice

Svazek

13

Číslo

4

Stát

Litevská republika

Strany od

488

Strany do

493

Strany počet

551

Plný text v Digitální knihovně

http://hdl.handle.net/

BibTex

@article{BUT91921,
  author="Lucie {Jedličková} and Iveta {Šimberová}",
  title="KEY PERFORMANCE INDICATORS AS A BASIC ELEMENT FOR A MARKETING EFFICIENCY MEASUREMENT",
  journal="Business: Theory and Practice",
  year="2012",
  volume="13",
  number="4",
  pages="488--493",
  issn="1648-0627"
}