Marketing Effectiveness: Metrics for Effective Strategic Marketing

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F15%3APU113895" target="_blank" >RIV/00216305:26510/15:PU113895 - isvavai.cz</a>

Výsledek na webu

<a href="http://inzeko.ktu.lt/index.php/EE/article/view/3826/6766" target="_blank" >http://inzeko.ktu.lt/index.php/EE/article/view/3826/6766</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.5755/j01.ee.26.2.3826" target="_blank" >10.5755/j01.ee.26.2.3826</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Marketing Effectiveness: Metrics for Effective Strategic Marketing

Popis výsledku v původním jazyce

The topic of marketing effectiveness is considered to be a very up-to-date subject in the highly competitive environment. Marketing effectiveness may be characterized as the function of improving the process where marketers go to market with the goal of optimizing their own marketing resources spent to achieve even better results for both of the short- and long-term strategic marketing objectives. Not only the improved visibility into marketing effectiveness has helped companies to better prioritize their efforts, but it also has improved the quality and precision of the marketing resources demanded by the sales force. Finding the appropriate key metrics should contribute to the evaluation of marketing effectiveness. Strategic marketing is included in strategic management, which helps to improve the company’s market share. However, there is an increasing trend of creation effectiveness in companies and it is necessary to check returns of finance and search for efficiency of the funds put into marketing. Performance management can be defined as a system utilizing the information to introduce appropriate changes in the organizational culture, systems and processes to achieve optimal performance agreement targets, and the allocation of resource and information management on possible modifications of business strategy. The scientific objective of the paper is to look for the set of metrics, which is important from the marketing strategic point of view, and includes the specific performance group. Data from primary research was used. The entire primary research focused on the evaluation of enterprises in the area of business and marketing activities (and their performance) in the Czech Republic due a questionnaire survey.

Název v anglickém jazyce

Marketing Effectiveness: Metrics for Effective Strategic Marketing

Popis výsledku anglicky

The topic of marketing effectiveness is considered to be a very up-to-date subject in the highly competitive environment. Marketing effectiveness may be characterized as the function of improving the process where marketers go to market with the goal of optimizing their own marketing resources spent to achieve even better results for both of the short- and long-term strategic marketing objectives. Not only the improved visibility into marketing effectiveness has helped companies to better prioritize their efforts, but it also has improved the quality and precision of the marketing resources demanded by the sales force. Finding the appropriate key metrics should contribute to the evaluation of marketing effectiveness. Strategic marketing is included in strategic management, which helps to improve the company’s market share. However, there is an increasing trend of creation effectiveness in companies and it is necessary to check returns of finance and search for efficiency of the funds put into marketing. Performance management can be defined as a system utilizing the information to introduce appropriate changes in the organizational culture, systems and processes to achieve optimal performance agreement targets, and the allocation of resource and information management on possible modifications of business strategy. The scientific objective of the paper is to look for the set of metrics, which is important from the marketing strategic point of view, and includes the specific performance group. Data from primary research was used. The entire primary research focused on the evaluation of enterprises in the area of business and marketing activities (and their performance) in the Czech Republic due a questionnaire survey.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50602 - Public administration

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název periodika

Engineering Economics

ISSN

1392-2785

e-ISSN

2029-5839

Svazek periodika

26

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

9

Strana od-do

211-219

Kód UT WoS článku

000357110300012

EID výsledku v databázi Scopus

2-s2.0-84928665262