Detail publikace

Marketing Effectiveness: Approaches to Classification of Metrics

MILICHOVSKÝ, F.

Originální název

Marketing Effectiveness: Approaches to Classification of Metrics

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

In last decades, marketing effectiveness becomes more important part of corporate system of performance. It is caused mainly by rapid changes of market environment and global crisis, which create for companies various opportunities with condition of efficiency. The purpose of this paper is to find metric classification from reviewed studies which organization use to measuring own marketing activities, focused on performance. The paper presents advance in useable metrics, especially financial and non-financial metrics. Selected studies, focusing on different branches and different metrics, were analyzed by the author. The results of the study are describing relevant classification of metrics to prove efficiency in varied types of organizations in connection with marketing effectiveness. The studies also outline the potential methods for further research focusing on the application of metrics in a diverse environment.

Klíčová slova

metrics, performance, efficiency, marketing performance, marketing effectiveness

Autoři

MILICHOVSKÝ, F.

Rok RIV

2013

Vydáno

27. 6. 2013

Nakladatel

IBIMA

Místo

Vídeň

ISBN

978-0-9860419-0-7

Kniha

Vision 2020: Innovation Development Sustainability Economic Growth

Strany od

519

Strany do

527

Strany počet

9

BibTex

@inproceedings{BUT100238,
  author="František {Milichovský}",
  title="Marketing Effectiveness: Approaches to Classification of Metrics",
  booktitle="Vision 2020: Innovation Development Sustainability Economic Growth",
  year="2013",
  pages="519--527",
  publisher="IBIMA",
  address="Vídeň",
  isbn="978-0-9860419-0-7"
}