BARRIERS OF MARKETING EFFECTIVENESS AND EFFICIENCY WITHIN COMPANIES: A QUALITATIVE STUDY

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F14%3A50002623" target="_blank" >RIV/62690094:18450/14:50002623 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/61384399:31130/14:00045454

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

BARRIERS OF MARKETING EFFECTIVENESS AND EFFICIENCY WITHIN COMPANIES: A QUALITATIVE STUDY

Popis výsledku v původním jazyce

This study investigates the main barriers of marketing effectiveness and efficiency within companies. Based on two focus groups with senior marketing managers we identified that marketing departments differ diametrically in activities they execute, thatmarketers face image problem within their companies and that they are not able to prove return of their activities sufficiently. Furthermore, we individuated barriers specific for our context not found in the literature. However, companies of different size and sectors have specifics which are discussed in the text. Managerial recommendations are added.

Název v anglickém jazyce

BARRIERS OF MARKETING EFFECTIVENESS AND EFFICIENCY WITHIN COMPANIES: A QUALITATIVE STUDY

Popis výsledku anglicky

This study investigates the main barriers of marketing effectiveness and efficiency within companies. Based on two focus groups with senior marketing managers we identified that marketing departments differ diametrically in activities they execute, thatmarketers face image problem within their companies and that they are not able to prove return of their activities sufficiently. Furthermore, we individuated barriers specific for our context not found in the literature. However, companies of different size and sectors have specifics which are discussed in the text. Managerial recommendations are added.

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

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2014

Kód důvěrnosti údajů

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

Název periodika

E+M. Ekonomie a management

ISSN

1212-3609

e-ISSN

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Svazek periodika

17

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

14

Strana od-do

111-124

Kód UT WoS článku

000346895900009

EID výsledku v databázi Scopus

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