Detail publikace

Marketing Effectiveness: Metrics for Effective Strategic Marketing

MILICHOVSKÝ, F. ŠIMBEROVÁ, I.

Originální název

Marketing Effectiveness: Metrics for Effective Strategic Marketing

Typ

článek v časopise ve Web of Science, Jimp

Jazyk

angličtina

Originální abstrakt

The topic of marketing effectiveness is considered to be a very up-to-date subject in the highly competitive environment. Marketing effectiveness may be characterized as the function of improving the process where marketers go to market with the goal of optimizing their own marketing resources spent to achieve even better results for both of the short- and long-term strategic marketing objectives. Not only the improved visibility into marketing effectiveness has helped companies to better prioritize their efforts, but it also has improved the quality and precision of the marketing resources demanded by the sales force. Finding the appropriate key metrics should contribute to the evaluation of marketing effectiveness. Strategic marketing is included in strategic management, which helps to improve the company’s market share. However, there is an increasing trend of creation effectiveness in companies and it is necessary to check returns of finance and search for efficiency of the funds put into marketing. Performance management can be defined as a system utilizing the information to introduce appropriate changes in the organizational culture, systems and processes to achieve optimal performance agreement targets, and the allocation of resource and information management on possible modifications of business strategy. The scientific objective of the paper is to look for the set of metrics, which is important from the marketing strategic point of view, and includes the specific performance group. Data from primary research was used. The entire primary research focused on the evaluation of enterprises in the area of business and marketing activities (and their performance) in the Czech Republic due a questionnaire survey.

Klíčová slova

Marketing efficiency, marketing metrics, effectiveness, performance, strategy marketing

Autoři

MILICHOVSKÝ, F.; ŠIMBEROVÁ, I.

Rok RIV

2015

Vydáno

25. 4. 2015

Nakladatel

Kaunas University of Technology

Místo

Kaunas

ISSN

1392-2785

Periodikum

Engineering Economics

Ročník

26

Číslo

2

Stát

Litevská republika

Strany od

211

Strany do

219

Strany počet

9

URL

http://inzeko.ktu.lt/index.php/EE/article/view/3826/6766

Plný text v Digitální knihovně

http://hdl.handle.net/11012/201372

BibTex

@article{BUT114295,
  author="František {Milichovský} and Iveta {Šimberová}",
  title="Marketing Effectiveness: Metrics for Effective Strategic Marketing",
  journal="Engineering Economics",
  year="2015",
  volume="26",
  number="2",
  pages="211--219",
  doi="10.5755/j01.ee.26.2.3826",
  issn="1392-2785",
  url="http://inzeko.ktu.lt/index.php/EE/article/view/3826/6766"
}