The selection of key non-financial metrics for measuring marketing effectiveness

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F15%3APU114377" target="_blank" >RIV/00216305:26510/15:PU114377 - 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

The selection of key non-financial metrics for measuring marketing effectiveness

Popis výsledku v původním jazyce

The paper is focused on examination of non-financial metrics, which are used to measure effectiveness of realized marketing activities in Czech engineering companies. The paper is based on primary research due questionnaire survey, which was focused on the performance evaluation of Czech engineering companies in the area of marketing effectiveness. Selected data were put under examination by factor analysis. Outputs of factor analysis were put under examination of Cronbach?s alpha. Main results of research provide performance indicators such number of new customers, product audit, knowledge, value of both of brand and product, number of complaints or productivity per employee. All of variables have different weight in impact of fulfilling corporate marketing strategy. The main aim of this paper is to set up complex index based on usage of non-financial metrics in Czech engineering companies. Observed metrics should be considered as the most important metrics, which have to use each eng

Název v anglickém jazyce

The selection of key non-financial metrics for measuring marketing effectiveness

Popis výsledku anglicky

The paper is focused on examination of non-financial metrics, which are used to measure effectiveness of realized marketing activities in Czech engineering companies. The paper is based on primary research due questionnaire survey, which was focused on the performance evaluation of Czech engineering companies in the area of marketing effectiveness. Selected data were put under examination by factor analysis. Outputs of factor analysis were put under examination of Cronbach?s alpha. Main results of research provide performance indicators such number of new customers, product audit, knowledge, value of both of brand and product, number of complaints or productivity per employee. All of variables have different weight in impact of fulfilling corporate marketing strategy. The main aim of this paper is to set up complex index based on usage of non-financial metrics in Czech engineering companies. Observed metrics should be considered as the most important metrics, which have to use each eng

Druh

O - Ostatní výsledky

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

2015

Kód důvěrnosti údajů

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