The importance of marketing controlling metrics in medium-sized companies

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F20%3A10246368" target="_blank" >RIV/61989100:27510/20:10246368 - isvavai.cz</a>

Výsledek na webu

<a href="http://ocs.ef.jcu.cz/files/site/INPROFORUM%202020_ConferenceProceeding.pdf" target="_blank" >http://ocs.ef.jcu.cz/files/site/INPROFORUM%202020_ConferenceProceeding.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The importance of marketing controlling metrics in medium-sized companies

Popis výsledku v původním jazyce

The content of the paper is the issue of determining the importance of marketing controlling metrics in the conditions of medium-sized companies operating in the Czech Republic. The introductory part of the text deals with the relations of marketing and controlling and the definitions of marketing controlling on the basis of available professional literature. Furthermore, metrics or groups of marketing controlling metrics are examined using secondary information. The methodological part of the paper provides information on the primary investigation of the importance of marketing controlling metrics on a sample of medium-sized companies operating in the Czech Republic. The methodology and methodology of the performed research are described here. An important part of the paper are the results of questioning the importance of individual marketing controlling metrics, the importance of which was assessed by respondents using a five-point point scale. According to the respondents, the three most important marketing metrics include sales, as well as metrics related to the launch of a new product on the market and the profitability of individual products.

Název v anglickém jazyce

The importance of marketing controlling metrics in medium-sized companies

Popis výsledku anglicky

The content of the paper is the issue of determining the importance of marketing controlling metrics in the conditions of medium-sized companies operating in the Czech Republic. The introductory part of the text deals with the relations of marketing and controlling and the definitions of marketing controlling on the basis of available professional literature. Furthermore, metrics or groups of marketing controlling metrics are examined using secondary information. The methodological part of the paper provides information on the primary investigation of the importance of marketing controlling metrics on a sample of medium-sized companies operating in the Czech Republic. The methodology and methodology of the performed research are described here. An important part of the paper are the results of questioning the importance of individual marketing controlling metrics, the importance of which was assessed by respondents using a five-point point scale. According to the respondents, the three most important marketing metrics include sales, as well as metrics related to the launch of a new product on the market and the profitability of individual products.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

14th International Scientific Conference INPROFORUM : Business Cycles – more than Economic Phenomena : November 5-6, 2020, České Budějovice

ISBN

978-80-7394-824-5

ISSN

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e-ISSN

2336-6788

Počet stran výsledku

6

Strana od-do

146-151

Název nakladatele

University of South Bohemia

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

5. 11. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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