Usage of non-financial metrics for measuring marketing effectiveness

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27081869%3A_____%2F16%3AN0000010" target="_blank" >RIV/27081869:_____/16:N0000010 - isvavai.cz</a>

Alternative codes found

RIV/00216305:26510/16:PU119658

Result on the web

<a href="http://www.sets.cz/" target="_blank" >http://www.sets.cz/</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Usage of non-financial metrics for measuring marketing effectiveness

Original language description

Purpose of the paper is to find which non-financial metrics are used in effectiveness measuring process of marketing activities. Paper is based on primary research, on which participated marketing managers of engineering companies in the Czech Republic through the questionnaire survey. Questionnaire survey itself was focused on performance measurement. Selected data were put under examination within factor analysis. Such results of the factor analysis there are gained factors which are verified by Cronbach’s alpha test. Main result of research provide key performance indicators, which are included in one factor (number of new customers, product audit, knowledge and value of both of brand and product). For the observed factor there was stated index, in which different weight of variables in impact of fulfilling corporate marketing strategy have been designed. The main aim of this paper is to set up complex index based on usage of non--financial metrics in Czech engineering companies. All metrics, included in index, could be considered as key metrics in measuring marketing effectiveness in engineering companies.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2016

Confidentiality

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

Name of the periodical

Scientia et Societas

ISSN

1801-7118

e-ISSN

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Volume of the periodical

12

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

9

Pages from-to

143-151

UT code for WoS article

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EID of the result in the Scopus database

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