Marketing Effectiveness: Metrics for Effective Strategic Marketing

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dc.contributor.authorMilichovský, Františekcs
dc.contributor.authorŠimberová, Ivetacs
dc.coverage.issue2cs
dc.coverage.volume26cs
dc.date.issued2015-04-25cs
dc.description.abstractThe 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.en
dc.description.abstractThe 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.en
dc.formattextcs
dc.format.extent211-219cs
dc.format.mimetypeapplication/pdfcs
dc.identifier.citationInzinerine Ekonomika-Engineering Economics. 2015, vol. 26, issue 2, p. 211-219.en
dc.identifier.doi10.5755/j01.ee.26.2.3826cs
dc.identifier.issn1392-2785cs
dc.identifier.orcid0000-0003-3845-4633cs
dc.identifier.orcid0000-0002-9236-4439cs
dc.identifier.other114295cs
dc.identifier.researcheridJ-2740-2019cs
dc.identifier.researcheridB-2037-2009cs
dc.identifier.scopus56403434600cs
dc.identifier.scopus24340324400cs
dc.identifier.urihttp://hdl.handle.net/11012/201372
dc.language.isoencs
dc.publisherKaunas University of Technologycs
dc.relation.ispartofInzinerine Ekonomika-Engineering Economicscs
dc.relation.urihttp://inzeko.ktu.lt/index.php/EE/article/view/3826/6766cs
dc.rightsCreative Commons Attribution 4.0 Internationalcs
dc.rights.accessopenAccesscs
dc.rights.sherpahttp://www.sherpa.ac.uk/romeo/issn/1392-2785/cs
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/cs
dc.subjectMarketing efficiencyen
dc.subjectmarketing metricsen
dc.subjecteffectivenessen
dc.subjectperformanceen
dc.subjectstrategy marketingen
dc.subjectMarketing efficiency
dc.subjectmarketing metrics
dc.subjecteffectiveness
dc.subjectperformance
dc.subjectstrategy marketing
dc.titleMarketing Effectiveness: Metrics for Effective Strategic Marketingen
dc.title.alternativeMarketing Effectiveness: Metrics for Effective Strategic Marketingen
dc.type.driverarticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
sync.item.dbidVAV-114295en
sync.item.dbtypeVAVen
sync.item.insts2025.10.14 14:14:19en
sync.item.modts2025.10.14 10:54:26en
thesis.grantorVysoké učení technické v Brně. Fakulta podnikatelská. Ústav managementucs
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