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MILICHOVSKÝ, F.
Originální název
Marketing effectiveness in engineering: Case study In Czech companies
Typ
článek ve sborníku ve WoS nebo Scopus
Jazyk
angličtina
Originální abstrakt
Paper is focused on the current needs of the business effectiveness and efficiency of marketing activities in engineering field. In industrial environment, effectiveness has been kind of prerequisite for the success of the strategic marketing objectives in relation to corporate strategy. To explore the knowledge area there was also used primary and secondary research. The research was conducted in three companies. This paper is based on primary research, where case study was used, designed as triangulation (included structured questionnaire, interviews, content analysis).
Klíčová slova
Case study, marketing effectiveness, engineering, marketing activities
Autoři
Rok RIV
2015
Vydáno
7. 5. 2015
Nakladatel
International Business Information Management Association (IBIMA)
Místo
Amsterdam Netherlands
ISBN
978-0-9860419-4-5
Kniha
Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth Editor
Číslo edice
25.
Strany od
2303
Strany do
2310
Strany počet
8
BibTex
@inproceedings{BUT114918, author="František {Milichovský}", title="Marketing effectiveness in engineering: Case study In Czech companies", booktitle="Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth Editor", year="2015", number="25.", pages="2303--2310", publisher="International Business Information Management Association (IBIMA)", address="Amsterdam Netherlands", isbn="978-0-9860419-4-5" }