IDEAS home Printed from https://ideas.repec.org/a/vrs/mosaro/v47y2023i1p1-16n2.html
   My bibliography  Save this article

The Use of Marketing Indicators in Poland — Towards Evidence-Based Management

Author

Listed:
  • Kozielski Robert

    (Department of Strategy and Value Based Management, Faculty of Management, University of Lodz, Matejki Street 22/26, 90-237 Lodz, Poland)

  • Wilczewska Donata

    (questus, The Chartered Institute of Marketing, Organizacji WiN Street 83/7, 91-811 Lodz, Poland)

Abstract

The growing trend of evidence-based management (EBM) in recent years is rooted in praxeology, but also in the concept of evidence-based practice (EBP). This concept is based on the belief that all decisions and actions should be based on the most current and best available knowledge, including knowledge and information derived from research. This is particularly true for marketing decisions. The primary medium of information in marketing is marketing metrics. Their extensive use enables making effective decisions. The purpose of the article is to identify the scope of usage of marketing metrics on the Polish market as part of an EBM approach. The paper is based on the survey conducted on a sample of 89 marketing managers in November 2022 among participants and graduates of The Chartered Institute of Marketing (CIM) programmes. The findings indicate a fairly wide range of indicators used and their balanced nature, with a slight predominance of strategic and financial indicators and an increase in the importance of online metrics at the same time.

Suggested Citation

  • Kozielski Robert & Wilczewska Donata, 2023. "The Use of Marketing Indicators in Poland — Towards Evidence-Based Management," Marketing of Scientific and Research Organizations, Sciendo, vol. 47(1), pages 1-16, March.
    • Handle: RePEc:vrs:mosaro:v:47:y:2023:i:1:p:1-16:n:2
    DOI: 10.2478/minib-2023-0001
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/minib-2023-0001
    Download Restriction: no
    File URL: https://libkey.io/10.2478/minib-2023-0001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. McNees, Stephen K., 1990. "The role of judgment in macroeconomic forecasting accuracy," International Journal of Forecasting, Elsevier, vol. 6(3), pages 287-299, October.
    2. Taylor, Frederick Winslow, 1911. "The Principles of Scientific Management," History of Economic Thought Books, McMaster University Archive for the History of Economic Thought, number taylor1911.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jeremy Atack & Robert A. Margo & Paul Rhode, 2020. "‘Mechanization Takes Command’: Inanimate Power and Labor Productivity in Late Nineteenth Century American Manufacturing," NBER Working Papers 27436, National Bureau of Economic Research, Inc.
    2. N. I. Fisher & V. N. Nair, 2009. "Quality management and quality practice: Perspectives on their history and their future," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 25(1), pages 1-28, January.
    3. Diwas Singh KC & Bradley R. Staats, 2012. "Accumulating a Portfolio of Experience: The Effect of Focal and Related Experience on Surgeon Performance," Manufacturing & Service Operations Management, INFORMS, vol. 14(4), pages 618-633, October.
    4. Lise Arena & Anthony Hussenot, 2021. "From Innovations at Work to Innovative Ways of Conceptualizing Organization: A Brief History of Organization Studies," Post-Print hal-03290300, HAL.
    5. repec:awi:wpaper:0421 is not listed on IDEAS
    6. Bloom, Nick & Manova, Kalina & Teng Sun, Stephen & Van Reenen, John & Yu, Zhihong, 2018. "Managing trade: evidence from China and the US," LSE Research Online Documents on Economics 88703, London School of Economics and Political Science, LSE Library.
    7. Robert J. Bennett & Harry Smith & Piero Montebruno & Carry van Lieshout, 2022. "Changes in Victorian entrepreneurship in England and Wales 1851-1911: Methodology and business population estimates," Business History, Taylor & Francis Journals, vol. 64(7), pages 1211-1243, September.
    8. Pär Österholm, 2009. "Incorporating Judgement in Fan Charts," Scandinavian Journal of Economics, Wiley Blackwell, vol. 111(2), pages 387-415, June.
    9. Fildes, Robert & Goodwin, Paul & Lawrence, Michael & Nikolopoulos, Konstantinos, 2009. "Effective forecasting and judgmental adjustments: an empirical evaluation and strategies for improvement in supply-chain planning," International Journal of Forecasting, Elsevier, vol. 25(1), pages 3-23.
    10. Jody Hoffer Gittell, 2001. "Supervisory Span, Relational Coordination and Flight Departure Performance: A Reassessment of Postbureaucracy Theory," Organization Science, INFORMS, vol. 12(4), pages 468-483, August.
    11. Dusan Gosnik & Klemen Kavcic, 2021. "Analysis of Selected Aspects of an Organisation: The Organisation as an Instrument, an Interest Group and as a Process," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 19(2 (Summer), pages 167-181.
    12. Brian Gill, 2022. "What Should The Future Of Educational Accountability Look Like?," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 41(4), pages 1232-1239, September.
    13. Elfenbein, Hillary Anger, 2007. "Emotion in Organizations: A Review in Stages," Institute for Research on Labor and Employment, Working Paper Series qt2bn0n9mv, Institute of Industrial Relations, UC Berkeley.
    14. Petrick, Martin, 2017. "Incentive provision to farm workers in post-socialist settings: evidence from East Germany and North Kazakhstan," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 20(2), pages 239-256.
    15. Crès, Hervé & Gilboa, Itzhak & Vieille, Nicolas, 2024. "Bureaucracy in quest of feasibility," Journal of Mathematical Economics, Elsevier, vol. 114(C).
    16. Marie-Laure Salles-Djelic & Michel Gutsatz, 2000. "Managerial Competencies for Organizational Flexibility: The Luxury Goods Industry between Tradition and Postmodernism," Post-Print hal-01892018, HAL.
    17. Peter Sarlin, 2014. "Macroprudential oversight, risk communication and visualization," Papers 1404.4550, arXiv.org, revised Jun 2014.
    18. Abul Hossain Ahmed Bhuiyan & Aminul Haque Faraizi & Jim McAllister, 2008. "Planning for the deployment of development in Bangladesh," Progress in Development Studies, , vol. 8(3), pages 231-240, July.
    19. Robert Schmidt & Kasper Sanchez Vibaek & Simon Austin, 2014. "Evaluating the adaptability of an industrialized building using dependency structure matrices," Construction Management and Economics, Taylor & Francis Journals, vol. 32(1-2), pages 160-182, February.
    20. MacCormack, Alan & Baldwin, Carliss & Rusnak, John, 2012. "Exploring the duality between product and organizational architectures: A test of the “mirroring” hypothesis," Research Policy, Elsevier, vol. 41(8), pages 1309-1324.
    21. Kim, Jonghun, 2018. "School accountability and standard-based education reform: The recall of social efficiency movement and scientific management," International Journal of Educational Development, Elsevier, vol. 60(C), pages 80-87.

    More about this item

    Keywords

    marketing metrics; evidence-based management; effectiveness of marketing; Wskaźniki marketingowe; zarządzanie oparte na dowodach; skuteczność marketingu;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:mosaro:v:47:y:2023:i:1:p:1-16:n:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.