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
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DOI - Digital Object Identifier
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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
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AH - Economics
OECD FORD branch
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Result continuities
Project
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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
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e-ISSN
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Number of pages
16
Pages from-to
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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
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