The importance of marketing controlling metrics in medium-sized companies

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F20%3A10246368" target="_blank" >RIV/61989100:27510/20:10246368 - isvavai.cz</a>
Result on the web
<a href="http://ocs.ef.jcu.cz/files/site/INPROFORUM%202020_ConferenceProceeding.pdf" target="_blank" >http://ocs.ef.jcu.cz/files/site/INPROFORUM%202020_ConferenceProceeding.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The importance of marketing controlling metrics in medium-sized companies
Original language description
The content of the paper is the issue of determining the importance of marketing controlling metrics in the conditions of medium-sized companies operating in the Czech Republic. The introductory part of the text deals with the relations of marketing and controlling and the definitions of marketing controlling on the basis of available professional literature. Furthermore, metrics or groups of marketing controlling metrics are examined using secondary information. The methodological part of the paper provides information on the primary investigation of the importance of marketing controlling metrics on a sample of medium-sized companies operating in the Czech Republic. The methodology and methodology of the performed research are described here. An important part of the paper are the results of questioning the importance of individual marketing controlling metrics, the importance of which was assessed by respondents using a five-point point scale. According to the respondents, the three most important marketing metrics include sales, as well as metrics related to the launch of a new product on the market and the profitability of individual products.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
14th International Scientific Conference INPROFORUM : Business Cycles – more than Economic Phenomena : November 5-6, 2020, České Budějovice
ISBN
978-80-7394-824-5
ISSN
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e-ISSN
2336-6788
Number of pages
6
Pages from-to
146-151
Publisher name
University of South Bohemia
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Nov 5, 2020
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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