Publication detail

Signification of marketing effectiveness in industry

MILICHOVSKÝ, F. ŠIMBEROVÁ, I.

Original Title

Signification of marketing effectiveness in industry

English Title

Signification of marketing effectiveness in industry

Type

journal article - other

Language

en

Original Abstract

Nowadays, marketing and marketing performance are becoming one of the most important sections in all companies. The reason for this change is made by world globalization. Many companies have to improve own corporate marketing activities, especially in industrial marketing. Marketing thinking brings new view on market environment and creates specific marketing tools, which are possible to use in industry area. Companies have no comparison with own competitors in the individual industry fields, which is only possible using appropriately by chosen instruments. The goal of this paper is map current level of knowledge on the issue, based on a search of scientific articles and researches.

English abstract

Nowadays, marketing and marketing performance are becoming one of the most important sections in all companies. The reason for this change is made by world globalization. Many companies have to improve own corporate marketing activities, especially in industrial marketing. Marketing thinking brings new view on market environment and creates specific marketing tools, which are possible to use in industry area. Companies have no comparison with own competitors in the individual industry fields, which is only possible using appropriately by chosen instruments. The goal of this paper is map current level of knowledge on the issue, based on a search of scientific articles and researches.

Keywords

marketing effectiveness, industry, corporate performance, measurement.

RIV year

2011

Released

16.11.2011

Publisher

Mykolas Romeris University

Location

Vilnius

Pages from

98

Pages to

103

Pages count

6

BibTex


@article{BUT75309,
  author="František {Milichovský} and Iveta {Šimberová}",
  title="Signification of marketing effectiveness in industry",
  annote="Nowadays, marketing and marketing performance are becoming one of the most important sections in all companies. The reason for this change is made by world globalization. Many companies have to improve own corporate marketing activities, especially in industrial marketing. Marketing thinking brings new view on market environment and creates specific marketing tools, which are possible to use in industry area. Companies have no comparison with own competitors in the individual industry fields, which is only possible using appropriately by chosen instruments. The goal of this paper is map current level of knowledge on the issue, based on a search of scientific articles and researches.",
  address="Mykolas Romeris University",
  chapter="75309",
  institution="Mykolas Romeris University",
  number="1",
  volume="2011",
  year="2011",
  month="november",
  pages="98--103",
  publisher="Mykolas Romeris University",
  type="journal article - other"
}