Detail publikace

Usage of non-financial metrics for measuring marketing effectiveness

MILICHOVSKÝ, F. KOUDELKOVÁ, P.

Originální název

Usage of non-financial metrics for measuring marketing effectiveness

Typ

článek v časopise - ostatní, Jost

Jazyk

angličtina

Originální abstrakt

Purpose of the paper is to find which non-financial metrics are used in effectiveness measuring process of marketing activities. Paper is based on primary research, on which participated marketing managers of engineering companies in the Czech Republic through the questionnaire survey. Questionnaire survey itself was focused on performance measurement. Selected data were put under examination within factor analysis. Such results of the factor analysis there are gained factors which are verified by Cronbach’s alpha test. Main result of research provide key performance indicators, which are included in one factor (number of new customers, product audit, knowledge and value of both of brand and product). For the observed factor there was stated index, in which different weight of variables in impact of fulfilling corporate marketing strategy have been designed. The main aim of this paper is to set up complex index based on usage of non- -financial metrics in Czech engineering companies. All metrics, included in index, could be considered as key metrics in measuring marketing effectiveness in engineering companies.

Klíčová slova

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

Autoři

MILICHOVSKÝ, F.; KOUDELKOVÁ, P.

Vydáno

30. 6. 2016

Nakladatel

Newton College

Místo

Praha

ISSN

1801-7118

Periodikum

Scientia&Societas

Ročník

XII

Číslo

2

Stát

Česká republika

Strany od

143

Strany do

151

Strany počet

9

BibTex

@article{BUT126800,
  author="František {Milichovský} and Petra {Koudelková}",
  title="Usage of non-financial metrics for measuring marketing effectiveness",
  journal="Scientia&Societas",
  year="2016",
  volume="XII",
  number="2",
  pages="143--151",
  issn="1801-7118"
}