Wskaźniki pomiaru sprawności marketingowej

• Autorzy: Robert Kozielski

Warianty tytułu

Marketing Performance Measurement Indicators

• Języki publikacji: PL

Abstrakty

W ostatnich latach zauważa się rosnące zainteresowanie oceną sprawności działań marketingowych, zarówno w sferze nauki, jak i praktyki. Tendencja ta jest tłumaczona teorią kontroli, teorią agencji, teorią instytucjonalną, koncepcjami orientacji rynkowej oraz kapitału marki. Celem artykułu jest ocena zakresu stosowania wskaźników pomiaru przez firmy działające w Polsce oraz identyfikacja siły związku pomiędzy liczbą i jakością stosowanych wskaźników pomiaru a poziomem wiedzy rynkowej i uzyskiwanymi przez firmy wynikami działań rynkowych. Jak wynika z badań, wskaźniki pomiaru efektów i działań rynkowych są ściśle powiązane z poziomem wiedzy w organizacji. Wiedza natomiast jest skorelowana z wynikami biznesu. Można więc stwierdzić, iż stosowane mierniki pomiaru sprawności marketingowej organizacji wpływają na budowanie wiedzy rynkowej firmy, a dzięki temu na uzyskiwane przez firmy efekty działań rynkowych.(abstrakt oryginalny)

EN

In recent years both practitioners and academics have shown an increasing interest in the assessment of marketing performance. This tendency is explained by control theory, agency theory, institutional theory, market orientation and brand equity concepts. The paper explores the scope of using marketing performance metrics by companies operating on the Polish market and identifies the relations between the number and quality of measures and corporate market knowledge as well as their business results. The study findings help to indicate the correlation between metrics and corporate market knowledge. The relations between market knowledge and business results are also observed. The number of metrics and, in particular, their quality contribute to enhancing market knowledge, the variable of which determines market performance.(original abstract)

Słowa kluczowe

PL

Efektywność marketingu; Marketing

EN

Marketing efficiency; Marketing

• Czasopismo: Problemy Zarządzania
• Rocznik: 2007
• Tom: 5
• Numer: nr 2 (16) Pomiar efektywności marketingu
• Strony: 37--56

Twórcy

autor

Robert Kozielski

• Uniwersytet Warszawski

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