Publication detail

The selection of key non-financial metrics for measuring marketing effectiveness

MILICHOVSKÝ, F. KOUDELKOVÁ, P.

Original Title

The selection of key non-financial metrics for measuring marketing effectiveness

English Title

The selection of key non-financial metrics for measuring marketing effectiveness

Type

abstract

Language

en

Original Abstract

The paper is focused on examination of non-financial metrics, which are used to measure effectiveness of realized marketing activities in Czech engineering companies. The paper is based on primary research due questionnaire survey, which was focused on the performance evaluation of Czech engineering companies in the area of marketing effectiveness. Selected data were put under examination by factor analysis. Outputs of factor analysis were put under examination of Cronbach’s alpha. Main results of research provide performance indicators such number of new customers, product audit, knowledge, value of both of brand and product, number of complaints or productivity per employee. All of variables have different weight in impact of fulfilling corporate marketing strategy. The main aim of this paper is to set up complex index based on usage of non-financial metrics in Czech engineering companies. Observed metrics should be considered as the most important metrics, which have to use each engineering company to measure effectiveness of own marketing activities. High reliability is supported by importance of engineering companies for Czech Republic because of the high rate of export engineering products.

English abstract

The paper is focused on examination of non-financial metrics, which are used to measure effectiveness of realized marketing activities in Czech engineering companies. The paper is based on primary research due questionnaire survey, which was focused on the performance evaluation of Czech engineering companies in the area of marketing effectiveness. Selected data were put under examination by factor analysis. Outputs of factor analysis were put under examination of Cronbach’s alpha. Main results of research provide performance indicators such number of new customers, product audit, knowledge, value of both of brand and product, number of complaints or productivity per employee. All of variables have different weight in impact of fulfilling corporate marketing strategy. The main aim of this paper is to set up complex index based on usage of non-financial metrics in Czech engineering companies. Observed metrics should be considered as the most important metrics, which have to use each engineering company to measure effectiveness of own marketing activities. High reliability is supported by importance of engineering companies for Czech Republic because of the high rate of export engineering products.

Keywords

non-financial metrics, marketing effectiveness, marketing performance, key performance indicators

Released

06.06.2015

Location

Kaunas

Pages from

1

Pages to

7

Pages count

7

BibTex


@misc{BUT114919,
  author="František {Milichovský} and Petra {Koudelková}",
  title="The selection of key non-financial metrics for measuring marketing effectiveness",
  annote="The paper is focused on examination of non-financial metrics, which are used to measure effectiveness of realized marketing activities in Czech engineering companies. The paper is based on primary research due questionnaire survey, which was focused on the performance evaluation of Czech engineering companies in the area of marketing effectiveness. Selected data were put under examination by factor analysis. Outputs of factor analysis were put under examination of Cronbach’s alpha. Main results of research provide performance indicators such number of new customers, product audit, knowledge, value of both of brand and product, number of complaints or productivity per employee. All of variables have different weight in impact of fulfilling corporate marketing strategy. The main aim of this paper is to set up complex index based on usage of non-financial metrics in Czech engineering companies. Observed metrics should be considered as the most important metrics, which have to use each engineering company to measure effectiveness of own marketing activities. High reliability is supported by importance of engineering companies for Czech Republic because of the high rate of export engineering products.",
  chapter="114919",
  howpublished="online",
  year="2015",
  month="june",
  pages="1--7",
  type="abstract"
}