- Author
- Soboń Magdalena
- Title
- Koncepcje pomiaru efektów działalności marketingowej
Methods of Measurement of Marketing Performance Results - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu, 2003, nr 1004, s. 488-493, bibliogr. 8 poz.
- Issue title
- Badania marketingowe : metody, tendencje, zastosowania
- Keyword
- Pomiar efektywności, Efektywność marketingu, Marketing
Efficiency measurement, Marketing efficiency, Marketing - Note
- summ.
- Abstract
- Istnieje kilka metod, w teorii i w praktyce, pozwalających analizować efektywność działalności marketingowej. Pracownicy naukowi często stają z trudnym wyborem decydując, która metoda jest najlepszym dla ich konkretnego przypadku. Artykuł analizuje różne metody pomiaru efektywności marketingu i omawia pozytywne i negatywne aspekty każdej z nich.
There exist several methods, in the theory and in the practice, to analyse the influence of marketing on business performance. Researchers are often faced with a difficult choice deciding which method is the best for their particular problem. This paper reviews different approaches to, and the most popular methods of the marketing performance measurement. It also discusses positive and negative aspects of each method. (original abstract) - Accessibility
- The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics - Bibliography
-
- Ambler T., Kokkinaki F., Marketing Performance Masurement: Which Way is Up? [w:] A.D. Neely, Waggoner D.B., Performance Mesurement - Theory and Practice, Cambridge: Centre for Business Performance, Cambridge University UK, 1998, t. 1.
- Armstrong J.S., Collopy F., Competitor Orientation: Effects of Objectives and Information on Managerial Decisions and Profitability, „Journal of Marketing Research" 1996 (may) nr 33.
- Bhargava M., Dubelaar Ch., Ramaswami S., Reconciling Diverse Measures of Performance. A Conceptual Framework and Test of Methodology, „Journal of Business Research" 1994 (oct/nov) nr 31,2/3.
- Clark B.H., Marketing Performance Measures: History and Interrelationships, „Journal of Marketing Management" 1999 nr 15.
- Clark B.H., A Summary of Thinking
- Piercy N., Morgan N., Costumer Satisfaction Measurement and" Management: A Processual Analysis, „Journal of Marketing Management" 1995 nr 11.
- Reimrtz W.J., Kumar V., On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing, „Journal of Marketing" 2000 nr 64,4.
- Wrenn B., The Market Orientation Construct: Measurement and Scaling Issues, „Journal of Marketing Theory and Practice" 1997 (summer) nr 5.
- Cited by
- ISSN
- 0324-8445
- Language
- pol
