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- Title
NOVÝ ROZMER MARKETINGOVÉHO RIADENIA -- MERANIE VÝKONNOSTI MARKETINGU V ORGANIZÁCII.
- Authors
PAJTINKOVÁ BARTÁKOVÁ, GABRIELA
- Abstract
The success of most organizations depends on their capacity (especially financial human, material) to create a set of values and supply them to their customers. When terms such as success of the organization, a set of values and customers "meet" it can be stated that their common denominator is their position in the marketing management. A distinctive feature of the current marketing management is the fact that in the long term it is the functional area of management, which contributes (together with other parts) to the success of the organization as a whole. As a result the evaluation of marketing performance should be an integral part of marketing management. In fact, the performance evaluation of marketing activities comprises a minor area in management; attention is drawn on the evaluation of the performance of the organization as a whole. However, without relevant data on the performance of the various functional areas of management (e. g. finance, marketing, human resources, information systems, etc.) the relevance of the indicator of the overall performance remains incomplete.
- Subjects
CUSTOMER relationship management; BUSINESS success; MARKETING audits; MARKETING management; ORGANIZATIONAL performance
- Publication
Marketing Science & Inspirations, 2014, Vol 9, Issue 4, p18
- ISSN
1338-7944
- Publication type
Article