Czasopismo
Tytuł artykułu
Autorzy
Warianty tytułu
Języki publikacji
Abstrakty
This article attempts to bring closer idea of using a dashboard tool to measure the effectiveness of marketing activities. It presented barriers, base elements, how to create a dashboard development path. Today's dashboard solutions have the potential to collect, integrate, analyse and present reports in various contexts of the study and meet all expectations of companies and researchers. It now appears, therefore, that the companies that use the tools of marketing analytic dashboard, have the biggest chance for success on the market. (original abstract)
Słowa kluczowe
Czasopismo
Rocznik
Tom
Numer
Strony
125--135
Opis fizyczny
Twórcy
autor
- University of Lodz, Poland
Bibliografia
- [1] Plenary discussion on the Conference - Kontrowersje wokół marketingu. Kreowanie wartości a wartość marketingu, ALK, Warszawa, 6-7.06.2013 oraz C. Misiewicz, Sprawozdanie z Konferencji. Handel Wewnętrzny, IBRK, KiK, Nr 3, 2013, pp. 109-111.
- [2] M. Celli, What Every CEO Dashboard Should Be Tracking, MarketingProfs, 01.05.2007. www.marketingprofs.com/7/ceo-dashboards-visual-reports-help-sales-performance-celli.asp
- [3] Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd. 14, Poznań 2012, p. 125.
- [4] L. Patterson, How to Create an Actionable Marketing Dashboard (and Why You Need One), "MarketingProfs", 2.03.2012. www.marketingprofs.com/articles/2012/7237/how-to-create-an-actionable-marketing-dashboard-and-why-you-need-one.
- [5] Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd. 14, Poznań, 2012, p. 128.
- [6] P. LaPointe, Six Primary Obstacles to Marketing Measurement, "MarketingProfs, 11.07.2006, www.marketingprofs.com/6/lapointe4.asp
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171285207