Study of measuring marketing effectiveness

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Study of measuring marketing effectiveness

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Study of measuring marketing effectiveness

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

—

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

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

Název statě ve sborníku

Enterprise and Competitive Environment

ISBN

978-80-87106-40-2

ISSN

—

e-ISSN

—

Počet stran výsledku

16

Strana od-do

—

Název nakladatele

Mendel University of Brno, Faculty of Business and Economics

Místo vydání

Brno

Místo konání akce

brno

Datum konání akce

10. 3. 2011

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—