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- Title
TEORETICKÉ A PRAKTICKÉ ASPEKTY HODNOTENIA MARKETINGOVEJ VÝKONNOSTI.
- Authors
BARTÁKOVÁ, GABRIELA PAJTINKOVÁ; GUBÍNIOVÁ, KATARÍNA; CIBÁK, ĽUBOŠ
- Abstract
In most companies, sales and marketing expenditures are several times greater than capital expenditures. Yet, capital expenditures are subject to a far greater amount of analysis and evaluation than marketing expenditures. It seems paradoxical that despite the evident importance of marketing today, in many organizations it is one of the most underestimated functional areas of management, as well as an area that managers do not evaluate in terms of measurable efficiency and effectiveness of marketing activities. Decisions upon marketing activities are often carried out without enough information, expertise and measurable indicators.
- Subjects
MARKETING; CONSUMPTION (Economics); ECONOMIC indicators; CAPITAL investments; MARKETING management
- Publication
Marketing Science & Inspirations, 2013, Vol 8, Issue 2, p42
- ISSN
1338-7944
- Publication type
Article