Marketing Effectiveness: Approaches to Classification of Metrics

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Marketing Effectiveness: Approaches to Classification of Metrics

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Marketing Effectiveness: Approaches to Classification of Metrics

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2013

Kód důvěrnosti údajů

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

Název statě ve sborníku

Vision 2020: Innovation Development Sustainability Economic Growth

ISBN

978-0-9860419-0-7

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

519-527

Název nakladatele

IBIMA

Místo vydání

Vídeň

Místo konání akce

Vídeň

Datum konání akce

27. 6. 2013

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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