Publication detail

KEY PERFORMANCE INDICATORS AS A BASIC ELEMENT FOR A MARKETING EFFICIENCY MEASUREMENT

SYCHROVÁ, L. ŠIMBEROVÁ, I.

Original Title

KEY PERFORMANCE INDICATORS AS A BASIC ELEMENT FOR A MARKETING EFFICIENCY MEASUREMENT

English Title

KEY PERFORMANCE INDICATORS AS A BASIC ELEMENT FOR A MARKETING EFFICIENCY MEASUREMENT

Type

journal article - other

Language

en

Original Abstract

In today's highly competitive, it is not easy to acquire and retain customers. If it fails, it is necessary to closely monitor their needs and offer them products and services of high quality. Improving business performance is also means to supply customers with the highest added value. Businesses can not stand up for their vision without a clearly articulated strategy. Key performance indicators (KPI - Key Performance Indicator, sometimes Indicator Key Point or Key Success Indicator) systems are an essential element for measuring performance and help organizations achieve their objectives. In any business, of course, many processes that can be measured very effectively. Monitoring the actual indicator values and comparison with established values of the organization directed officers to critical places where you need to improve the performance of established processes to achieve the set goals. Individual KPIs are clearly anchored in the procedural structure of the organization.When defining KPIs usually progresses from top to bottom - from strategic business objectives to the operational objectives of the individual processes. The goal of this article is to assess the possibilities and benefits of using KPIs indicator for measuring marketing effectiveness.

English abstract

In today's highly competitive, it is not easy to acquire and retain customers. If it fails, it is necessary to closely monitor their needs and offer them products and services of high quality. Improving business performance is also means to supply customers with the highest added value. Businesses can not stand up for their vision without a clearly articulated strategy. Key performance indicators (KPI - Key Performance Indicator, sometimes Indicator Key Point or Key Success Indicator) systems are an essential element for measuring performance and help organizations achieve their objectives. In any business, of course, many processes that can be measured very effectively. Monitoring the actual indicator values and comparison with established values of the organization directed officers to critical places where you need to improve the performance of established processes to achieve the set goals. Individual KPIs are clearly anchored in the procedural structure of the organization.When defining KPIs usually progresses from top to bottom - from strategic business objectives to the operational objectives of the individual processes. The goal of this article is to assess the possibilities and benefits of using KPIs indicator for measuring marketing effectiveness.

Keywords

Performance, efficiency, measurement, key indicators, marketing activities

RIV year

2012

Released

10.05.2012

Publisher

Vilnius GediminasTechnical University

Location

Litevská republika

Pages from

488

Pages to

493

Pages count

551

BibTex


@article{BUT91921,
  author="Lucie {Jedličková} and Iveta {Šimberová}",
  title="KEY PERFORMANCE INDICATORS AS A BASIC ELEMENT FOR A MARKETING EFFICIENCY MEASUREMENT",
  annote="In today's highly competitive, it is not easy to acquire and retain customers. If it fails, it is necessary to closely monitor their needs and offer them products and services of high quality. Improving business performance is also means to supply customers with the highest added value. Businesses can not stand up for their vision without a clearly articulated strategy. Key performance indicators (KPI - Key Performance Indicator, sometimes Indicator Key Point or Key Success Indicator) systems are an essential element for measuring performance and help organizations achieve their objectives. In any business, of course, many processes that can be measured very effectively. Monitoring the actual indicator values and comparison with established values of the organization directed officers to critical places where you need to improve the performance of established processes to achieve the set goals. Individual KPIs are clearly anchored in the procedural structure of the organization.When defining KPIs usually progresses from top to bottom - from strategic business objectives to the operational objectives of the individual processes. The goal of this article is to assess the possibilities and benefits of using KPIs indicator for measuring marketing effectiveness.",
  address="Vilnius GediminasTechnical University",
  chapter="91921",
  institution="Vilnius GediminasTechnical University",
  number="4",
  volume="13",
  year="2012",
  month="may",
  pages="488--493",
  publisher="Vilnius GediminasTechnical University",
  type="journal article - other"
}