Přístupy k měření efektivnosti marketingových činností
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Date
2011-06
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Mark
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Vysoké učení technické v Brně, Fakulta podnikatelská
Abstract
Purpose of the article The purpose of this paper is to find metric from reviewed studies which organization
use to measuring own marketing activities with following separating into financial metrics
and non-financial metrics.
Scientific aim Scientific aim of this article is based on the relationships between different kinds of
metrics for measurement of corporate performance and effectiveness.
Methodology/methods The paper presents advance in useable metrics, especially financial and nonfinancial
metrics. Selected studies, focusing on different branches and different metrics, were analyzed
by the authors.
Findings The results of the study are describing relevant metrics to prove efficiency in varied types
of organizations in connection with marketing effectiveness. The studies also outline the potential
methods for further research focusing on the application of metrics in a diverse environment.
Conclusions (limits, implications etc) Conclusions includes identification of different approaches to
individual metrcs, especially marketing metrics.
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Citation
Trendy ekonomiky a managementu. 2011, V, č. 8, s. 131-138. ISSN 1802-8527.
http://www.fbm.vutbr.cz/cs/fakulta/vedecky-casopis/aktualni-cislo/1114-cislo8
http://www.fbm.vutbr.cz/cs/fakulta/vedecky-casopis/aktualni-cislo/1114-cislo8
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Peer-reviewed
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cs
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© Vysoké učení technické v Brně, Fakulta podnikatelská