Usage of non-financial metrics for measuring marketing effectiveness

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27081869%3A_____%2F16%3AN0000010" target="_blank" >RIV/27081869:_____/16:N0000010 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/00216305:26510/16:PU119658

Výsledek na webu

<a href="http://www.sets.cz/" target="_blank" >http://www.sets.cz/</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Usage of non-financial metrics for measuring marketing effectiveness

Popis výsledku v původním jazyce

Purpose of the paper is to find which non-financial metrics are used in effectiveness measuring process of marketing activities. Paper is based on primary research, on which participated marketing managers of engineering companies in the Czech Republic through the questionnaire survey. Questionnaire survey itself was focused on performance measurement. Selected data were put under examination within factor analysis. Such results of the factor analysis there are gained factors which are verified by Cronbach’s alpha test. Main result of research provide key performance indicators, which are included in one factor (number of new customers, product audit, knowledge and value of both of brand and product). For the observed factor there was stated index, in which different weight of variables in impact of fulfilling corporate marketing strategy have been designed. The main aim of this paper is to set up complex index based on usage of non--financial metrics in Czech engineering companies. All metrics, included in index, could be considered as key metrics in measuring marketing effectiveness in engineering companies.

Název v anglickém jazyce

Usage of non-financial metrics for measuring marketing effectiveness

Popis výsledku anglicky

Purpose of the paper is to find which non-financial metrics are used in effectiveness measuring process of marketing activities. Paper is based on primary research, on which participated marketing managers of engineering companies in the Czech Republic through the questionnaire survey. Questionnaire survey itself was focused on performance measurement. Selected data were put under examination within factor analysis. Such results of the factor analysis there are gained factors which are verified by Cronbach’s alpha test. Main result of research provide key performance indicators, which are included in one factor (number of new customers, product audit, knowledge and value of both of brand and product). For the observed factor there was stated index, in which different weight of variables in impact of fulfilling corporate marketing strategy have been designed. The main aim of this paper is to set up complex index based on usage of non--financial metrics in Czech engineering companies. All metrics, included in index, could be considered as key metrics in measuring marketing effectiveness in engineering companies.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název periodika

Scientia et Societas

ISSN

1801-7118

e-ISSN

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Svazek periodika

12

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

9

Strana od-do

143-151

Kód UT WoS článku

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EID výsledku v databázi Scopus

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