Marketing Effectiveness: Approaches to Classification of Metrics

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F13%3APU104076" target="_blank" >RIV/00216305:26510/13:PU104076 - 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: Approaches to Classification of Metrics
Original language description
In last decades, marketing effectiveness becomes more important part of corporate system of performance. It is caused mainly by rapid changes of market environment and global crisis, which create for companies various opportunities with condition of efficiency. The purpose of this paper is to find metric classification from reviewed studies which organization use to measuring own marketing activities, focused on performance. 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 author. The results of the study are describing relevant classification of 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.
Czech name
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Czech description
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Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Vision 2020: Innovation Development Sustainability Economic Growth
ISBN
978-0-9860419-0-7
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
519-527
Publisher name
IBIMA
Place of publication
Vídeň
Event location
Vídeň
Event date
Jun 27, 2013
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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