PL EN


2015 | 2(22) | 35-48
Article title

Systematyka metod oceny jakości działalności marketingowej organizacji

Content
Title variants
EN
Systematics of quality assessment methods for business marketing organizations
Languages of publication
PL
Abstracts
EN
This study presents detailed systematics of quality assessment methods for marketing organizations diving it into three groups: qualitative, quantitative and qualitative-quantitative (mixed) methods. The first group includes methods such as: marketing audit, marketing excellence evaluation and review oftheethical and social responsibility of the organization. The second group is: sales analysis, market share analysis, impact analysis with marketing expenditures on sales area, financial analysis, profitability and efficiency control, marketing effectiveness ranking and observation on customer satisfaction. The last group includes methods: balanced scorecard and marketing benchmark. Approach towards assessing the quality of organization's marketing activities requires using one particular method. Due to big number of existing methods for assessing the quality of marketing activities, a question arises: which one will allow us fully assess the activity.
Contributors
  • Wyższa Szkoła Techniczno-Ekonomiczna w Świdnicy
References
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-4953b179-b358-4c44-a013-319157201c67
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