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- Title
MEASUREMENT OF MARKETING EFFECTIVENESS.
- Authors
Solcansky, Marek; Simberova, Iveta
- Abstract
In the world is still more placed emphasis on marketing activities in the companies. If the marketing department can evaluate the effectiveness of own activities, it increases the trust of all departments in the company. And it is possible to better plan the company investments, to create the profit and to invest further. The future of marketing departments is mainly based on their ability to evaluation activities and to demonstrate own importance in the company. It is a reason to develop and interested in the topic, which deals with measurement of the marketing effectiveness. The paper deals with the marketing effectiveness, points to its importance for company activities and shows the most necessary methods for measurement of marketing effectiveness and suggests benefits.
- Subjects
MARKETING audits; MARKETING management; ADVERTISING departments; CORPORATE profits; INVESTMENTS
- Publication
Economics & Management, 2010, p755
- ISSN
1822-6515
- Publication type
Article