Detail publikace

Measuring indicators for marketing effectiveness in Czech companies

MILICHOVSKÝ, F.

Originální název

Measuring indicators for marketing effectiveness in Czech companies

Typ

článek v časopise ve Scopus, Jsc

Jazyk

angličtina

Originální abstrakt

Marketing effectiveness has been accepted as one of the most important parts in corporate performance system. It is due to dynamical changes in business environment in after-crisis times. The goal of this paper is the definition of used possible indicators in measuring marketing effectiveness. The paper presents advance in usable indicators, especially financial and non-financial metrics. Selected studies, focusing on different branches and different indicators, were analysed by the author. The author of article puts the question, which classification is the most statistical explaining the difference of stakeholders in term of evaluation their impact on business management. There were made cluster analysis for data mining including its graphic presentation through dendogram and two-sample t-test by statistical software IBM SPSS Statistics 22 to obtain relevant answer on defined research question. Such limitation of the paper is possible to signify focusing only on domestic (Czech) industrial market.

Klíčová slova

marketing effectiveness; performance; financial indicators; non-financial indicators; engineering.

Autoři

MILICHOVSKÝ, F.

Rok RIV

2015

Vydáno

31. 12. 2015

Nakladatel

Pablo de Olavide University

Místo

Sevilla

ISSN

1886-516X

Periodikum

Revista de Metodos Cuantitativos para la Economia y la Empresa

Ročník

10

Číslo

20

Stát

Španělské království

Strany od

3

Strany do

24

Strany počet

24

URL

http://www.upo.es/RevMetCuant/pdf/vol20/art106.pdf

BibTex

@article{BUT119692,
  author="František {Milichovský}",
  title="Measuring indicators for marketing effectiveness in Czech companies",
  journal="Revista de Metodos Cuantitativos para la Economia y la Empresa",
  year="2015",
  volume="10",
  number="20",
  pages="3--24",
  issn="1886-516X",
  url="http://www.upo.es/RevMetCuant/pdf/vol20/art106.pdf"
}