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Measuring Indicators for Marketing Effectiveness in Czech Companies || Indicadores para medir la eficacia del marketing en las empresas checas

Author

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  • Milichovsky, Frantisek

    (Department of Management. Faculty of Business and Management. Brno University of Technology (Czech Republic))

Abstract

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 stake- holders 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. || La eficacia de la comercialización se ha aceptado como una de las partes m ´as importantes del sistema del funcionamiento corporativo. Es debido a los cambios dinámicos en el ambiente de negocio en tiempos después de la crisis. El objetivo de este artículo es la definición de indicadores posibles usados en la medición de eficacia del marketing. El artículo presenta avance en indicadores usables, especialmente métricas financieras y no financieras. Los estudios seleccionados, centrándose en diversas ramas y diversos indicadores, fueron analizados por el autor. El autor del artículo pone la pregunta: ¿cuál es la clasificación más estadística que explica la diferencia de las partes interesadas en función de la evaluación de su impacto en gestión empresarial? Se realizaron análisis clúster para minería de datos, incluyendo su representación gráfica a través de dendograma y t-test para dos muestras usando el software estadístico IBM SPSS Statistics 22 para obtener respuesta pertinente a la pregunta definida en la investigación. Tal limitación del artículo es posible significar centrarse solamente en el mercado industrial doméstico (checo).

Suggested Citation

  • Milichovsky, Frantisek, 2015. "Measuring Indicators for Marketing Effectiveness in Czech Companies || Indicadores para medir la eficacia del marketing en las empresas checas," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 20(1), pages 3-24, December.
    • Handle: RePEc:pab:rmcpee:v:20:y:2015:i:1:p:3-24
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    marketing effectiveness; performance; financial indicators; non-financial indicators; engineering; efectividad del marketing; desempeño; indicadores financieros; indicadores no financieros; ingeniería;
    All these keywords.

    JEL classification:

    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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