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Study of measuring marketing effectiveness

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F11%3APU91514" target="_blank" >RIV/00216305:26510/11:PU91514 - isvavai.cz</a>

  • Result on the web

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Study of measuring marketing effectiveness

  • Original language description

    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.

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

    AH - Economics

  • OECD FORD branch

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2011

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Enterprise and Competitive Environment

  • ISBN

    978-80-87106-40-2

  • ISSN

  • e-ISSN

  • Number of pages

    16

  • Pages from-to

  • Publisher name

    Mendel University of Brno, Faculty of Business and Economics

  • Place of publication

    Brno

  • Event location

    brno

  • Event date

    Mar 10, 2011

  • Type of event by nationality

    EUR - Evropská akce

  • UT code for WoS article