Marketing Effectiveness by Way of Metrics

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F11%3APU92162" target="_blank" >RIV/00216305:26510/11:PU92162 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Marketing Effectiveness by Way of Metrics
Original language description
Every company should be able to demonstrate own efficiency and effectiveness by used metrics or other processes and standards. Businesses may be missing a direct comparison with competitors in the industry, which is only possible using appropriately chosen instruments, whether financial or non-financial. The main purpose of this study is to describe and compare the approaches of the individual authors. to find metric from reviewed studies which organization use to measuring own marketing activities withfollowing 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 is 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 fo
Czech name
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Czech description
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Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AH - Economics
OECD FORD branch
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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