Publication detail

Marketing effectiveness in engineering: Case study In Czech companies

MILICHOVSKÝ, F.

Original Title

Marketing effectiveness in engineering: Case study In Czech companies

English Title

Marketing effectiveness in engineering: Case study In Czech companies

Type

conference paper

Language

en

Original Abstract

Paper is focused on the current needs of the business effectiveness and efficiency of marketing activities in engineering field. In industrial environment, effectiveness has been kind of prerequisite for the success of the strategic marketing objectives in relation to corporate strategy. To explore the knowledge area there was also used primary and secondary research. The research was conducted in three companies. This paper is based on primary research, where case study was used, designed as triangulation (included structured questionnaire, interviews, content analysis).

English abstract

Paper is focused on the current needs of the business effectiveness and efficiency of marketing activities in engineering field. In industrial environment, effectiveness has been kind of prerequisite for the success of the strategic marketing objectives in relation to corporate strategy. To explore the knowledge area there was also used primary and secondary research. The research was conducted in three companies. This paper is based on primary research, where case study was used, designed as triangulation (included structured questionnaire, interviews, content analysis).

Keywords

Case study, marketing effectiveness, engineering, marketing activities

RIV year

2015

Released

07.05.2015

Publisher

International Business Information Management Association (IBIMA)

Location

Amsterdam Netherlands

ISBN

978-0-9860419-4-5

Book

Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth Editor

Edition number

25.

Pages from

2303

Pages to

2310

Pages count

8

BibTex


@inproceedings{BUT114918,
  author="František {Milichovský}",
  title="Marketing effectiveness in engineering: Case study In Czech companies",
  annote="Paper is focused on the current needs of the business effectiveness and efficiency of marketing activities
in engineering field. In industrial environment, effectiveness has been kind of prerequisite for the success
of the strategic marketing objectives in relation to corporate strategy. To explore the knowledge area
there was also used primary and secondary research. The research was conducted in three companies.
This paper is based on primary research, where case study was used, designed as triangulation (included
structured questionnaire, interviews, content analysis).",
  address="International Business Information Management Association (IBIMA)",
  booktitle="Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth Editor",
  chapter="114918",
  howpublished="electronic, physical medium",
  institution="International Business Information Management Association (IBIMA)",
  year="2015",
  month="may",
  pages="2303--2310",
  publisher="International Business Information Management Association (IBIMA)",
  type="conference paper"
}