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Liczba wyników
2016 | nr 15 (64) | 75--83
Tytuł artykułu

Varying Levels of Importance Attributed to Marketing Outcomes for the Purposes of Evaluations of Organizational Effectiveness in the Light of a Study Involving Company Managers

Autorzy
Treść / Zawartość
Warianty tytułu
Zmienność wpływu efektów marketingowych na ocenę skuteczności przedsiębiorstwa w świetle wyników badań menedżerów przedsiębiorstw
Języki publikacji
EN
Abstrakty
(abstrakt oryginalny)
EN
Organizational evaluations are something obvious. Company effectiveness may be the subject of such an evaluation. Most often, effectiveness is associated with the accomplishment of goals. The development of marketing concepts has demonstrated numerous relationships between the results representing a firm's principal goals and its marketing outcomes. This paper aims to examine the differences in importance attached to the results of various marketing activities for the purposes of organizational assessment. Therefore, it would seem justified to expect a growing impact of marketing outcomes on the evaluation of organisational effectiveness. The results of the study proved that an increase in the significance attributed to effectiveness as a criterion for organisational evaluation was accompanied by a corresponding increase in the significance attributed to the results representing a company's principal goals. The same tendency could be observed only in respect of small number of marketing outcomes. (original abstract)
Twórcy
autor
  • Uniwersytet Ekonomiczny we Wrocławiu
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171443466

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