The Use of Marketing Indicators in Poland - Towards Evidence-Based Management

• Autorzy: Robert Kozielski , Donata Wilczewska

Warianty tytułu

Wykorzystanie wskaźników marketingowych w Polsce - w kierunku zarządzania opartego na dowodach

• Języki publikacji: EN

Abstrakty

EN

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. (original abstract)

Rozwijający się w ostatnich latach nurt zarządzania opartego na dowodach zakorzeniony jest w prakseologii, ale także koncepcji praktyk opartych na dowodach. Koncepcja ta bazuje na przekonaniu, że wszelkie decyzje i działania winny być oparte na najbardziej aktualnej i najlepszej dostępnej wiedzy, włączając w to wiedzę i informacje pochodzące z badań. W sposób szczególny dotyczy to decyzji marketingowych. Podstawowym nośnikiem informacji w marketingu są wskaźniki marketingowe. Ich szerokie wykorzystanie umożliwia podejmowanie skutecznych decyzji. Celem artykułu jest identyfikacja zakresu wykorzystania wskaźników marketingowych na rynku polskim jako element zarządzania opartego na dowodach. Podstawą empiryczną są badania przeprowadzone na próbie 89 menedżerów marketingu w listopadzie 2022 wśród uczestników i absolwentów programów The Chartered Institute of Marketing. Wnioski wskazują na dość szeroki zakres wykorzystywanych wskaźników i ich zrównoważony charakter, z lekką przewagą wskaźników strategicznych i finansowych i jednoczesnym wzrostem znaczenia mierników internetowych. (abstrakt oryginalny)

Słowa kluczowe

EN

Marketing management; Informative indicators; Marketing efficiency

PL

Zarządzanie marketingowe; Wskaźniki informatywne; Efektywność marketingu

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2023
• Numer: nr 1 (47)
• Strony: 1--16

Twórcy

autor

Robert Kozielski

• University of Lodz

autor

Donata Wilczewska

• The Chartered Institute of Marketing

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Identyfikatory

DOI

10.2478/minib-2023-0001