Detail publikačního výsledku

Measurement of marketing effectiveness in industrial field

MILICHOVSKÝ, F.; ŠIMBEROVÁ, I.

Originální název

Measurement of marketing effectiveness in industrial field

Anglický název

Measurement of marketing effectiveness in industrial field

Druh

Stať ve sborníku v databázi WoS či Scopus

Originální abstrakt

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.

Anglický abstrakt

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.

Klíčová slova

Industrial Marketing, Marketing Metrics, Marketing Effectiveness

Klíčová slova v angličtině

Industrial Marketing, Marketing Metrics, Marketing Effectiveness

Autoři

MILICHOVSKÝ, F.; ŠIMBEROVÁ, I.

Rok RIV

2014

Vydáno

07.09.2013

Nakladatel

EDIS

Místo

Žilina

ISBN

978-80-554-0551-3

Kniha

Electronic Interantional Interdisciplinary Conference 2012

Strany od

170

Strany do

176

Strany počet

7

Plný text v Digitální knihovně

http://hdl.handle.net/

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"
}