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MILICHOVSKÝ, F. ŠIMBEROVÁ, I.
Originální název
Measurement of marketing effectiveness in industrial field
Typ
článek ve sborníku ve WoS nebo Scopus
Jazyk
angličtina
Originální abstrakt
The paper draws upon a research about the influence of marketing effectiveness on the companies in the Czech Republic. Industrial marketing creates big opportunities for many companies which influence not only final consumer. It comes to this, that companies must become more innovative in production which could both decrease final price and increase quality of products as need. Industry area is the specific field for efficiency and performance measurement because there is not any integrated point of view on the implementation of specific marketing activities. Aim of the paper is to analyze whether Czech companies track marketing efforts and what methods of tracking they use. For this paper were used literature research as secondary research and as primary research questionnaire survey with processing by SPSS Statistics. In questionnaire survey were asked companies from various industrial fields.
Klíčová slova
Industrial Marketing, Marketing Metrics, Marketing Effectiveness
Autoři
MILICHOVSKÝ, F.; ŠIMBEROVÁ, I.
Rok RIV
2013
Vydáno
7. 9. 2013
Nakladatel
EDIS
Místo
Žilina
ISBN
978-80-554-0551-3
Kniha
Electronic Interantional Interdisciplinary Conference 2012
Strany od
170
Strany do
176
Strany počet
7
BibTex
@inproceedings{BUT93758, author="František {Milichovský} and Iveta {Šimberová}", title="Measurement of marketing effectiveness in industrial field", booktitle="Electronic Interantional Interdisciplinary Conference 2012", year="2013", pages="170--176", publisher="EDIS", address="Žilina", isbn="978-80-554-0551-3" }