Přístupnostní navigace
E-přihláška
Vyhledávání Vyhledat Zavřít
Detail publikace
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" }