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"
}