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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
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    References listed on IDEAS

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    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.
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    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

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