PL EN


2013 | 2 | 2 | 125-135
Article title

DASHBOARD – CONCEPT AND APPLICATION IN THE MEAS-UREMENT OF MARKETING EFFECTIVENESS

Content
Title variants
Languages of publication
EN
Abstracts
EN
This article attempts to bring closer idea of using a dashboard tool to measure the effectiveness of marketing activities. It presented barriers, base elements, how to create a dashboard development path. Today's dashboard solutions have the poten-tial to collect, integrate, analyse and present reports in various contexts of the study and meet all expectations of companies and researchers. It now appears, therefore, that the companies that use the tools of marketing analytic dashboard, have the big-gest chance for success on the market.
Year
Volume
2
Issue
2
Pages
125-135
Physical description
Dates
published
2013
Contributors
  • Department of Marketing, University of Lodz
References
  • Plenary discussion on the Conference – Kontrowersje wokół marketingu. Kreowanie wartości a wartość marketingu, ALK, Warszawa, 6-7.06.2013 oraz C. Misiewicz, Spra-wozdanie z Konferencji. Handel Wewnętrzny, IBRK, KiK, Nr 3, 2013, pp. 109-111.
  • M. Celli, What Every CEO Dashboard Should Be Tracking, MarketingProfs, 01.05.2007. www.marketingprofs.com/7/ceo-dashboards-visual-reports-help-sales-performance-celli.asp
  • Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd. 14, Poznań2012, p. 125.
  • L. Patterson, How to Create an Actionable Marketing Dashboard (and Why You Need One), "MarketingProfs", 2.03.2012. www.marketingprofs.com/articles/2012/7237/how-to-create-an-actionable-marketing-dashboard-and-why-you-need-one.
  • Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd.14, Poznań, 2012, p. 128.
  • P. LaPointe, Six Primary Obstacles to Marketing Measurement, “MarketingProfs, 11.07.2006, www.marketingprofs.com/6/lapointe4.asp#ixzz2RVnLrSAn
  • Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd.14, Poznań, 2012, p. 128.
  • L. Patterson, How to Create an Actionable Marketing Dashboard... .
  • Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd.14, Poznań, pp. 129-130, za: P. LaPointe, Marketing By the Dashboard Light, Association of National Advertisers, 2005, www.MarketingNPV.com.
Document Type
Publication order reference
Identifiers
ISSN
2084-5537
YADDA identifier
bwmeta1.element.desklight-34f67498-4960-437a-9edb-1c7b8ff85459
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