Creating Value For The Organization Through Marketing

• Authors: Lechosław Garbarski
• Languages of publication: EN

Abstracts

EN

Purpose: Analyzing value created by marketing should cover at least two important points of view. The first is related to the problem of value created by marketing for customers, and the second is related to the value created for the organization (enterprise). This article is focused on the second point of view. Each organization formulates some expectations toward marketing, and next evaluates the results of using marketing in a more or less systematic way. The purpose of the article is to establish a theoretical model of this evaluation using three dimensions: marketing effectiveness, marketing efficiency and marketing productivity. Methodology: This study was of a conceptual character. Findings: In presented concept, the expectations toward marketing and value created by marketing are expressed by marketing performance. In turn, marketing performance can be perceived in the three dimensions of marketing effectiveness, marketing efficiency and marketing productivity Originality: The problem of value created by marketing for the organization (enterprise) isn’t too often analyzed in the literature. Existing literature offers an analysis all these dimensions but in most cases in separate way or with some important inconsequences.

Keywords

EN

marketing performance; values; marketing effectiveness; marketing efficiency; marketing productivity

• Publisher: Akademia Leona Koźmińskiego
• Journal: Management and Business Administration. Central Europe
• Year: 2014
• Volume: 22
• Issue: 4
• Pages: 60-69

Dates

published

2014-12-15

Contributors

author

Lechosław Garbarski

• Kozminski University

References

• Czarny, B. and Rapacki, R. (2002). Podstawy ekonomii. Warszawa: PWE.
• Dzinkowski, R. (2000). The Measurement and Management of Intellectual Capital, http://ciberconta. unizar.es/ftp/pub/docs/IntellCapital_IFAC.pdf.
• Gao, Y. (2010). Measuring marketing performance: a review and framework. The Marketing Review, 10(1): 25–40.
• Hall, R.E. and Taylor, J.B. (1997). Makroekonomia. Teoria, funkcjonowanie i polityka. Warszawa: Wydawnictwo Naukowe PWN.
• Jaworski, B.J. and Kohli, A.K (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57: 53–70.
• Jobber, D. (2001). Principles and Practice of Marketing. McGraw Hill.
• Kohli, A.K. and Jaworski, B.J. (1990), Market orientation: the construct, research propositions and managerial implications. Journal of Marketing, 54: 1–18.
• Kotler, P. and Keller, K.L. (2012), Marketing Management. Boston: Prentice Hall.
• Koszty i efekty działań marketingowych (L. Garbarski ed.) (2008), SGH, Warszawa
• Kowal W. (2010), Kontrola skuteczności marketingowej – problem zmienności interpretacji i pomiaru. Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu. Wrocław
• Morgan N.A., Clark B.H., Gooner R. (2002), Marketing productivity, marketing audits, and systems for marketing performance assessment. Integrating multiple perspectives. Journal of Business Research, vol. 55.
• Morgan N.A., Vorhies D.W., Mason C.H. (2009), Market orientation, marketing capabilities and firm performance. Strategic Management Journal, p. 909-920.
• Narver J.C., Slater S.F. (1990), The effect of ma market orientation on business profitability. Journal of Marketing vol. 5.
• Nasiłowski S. (1996), System rynkowy. Podstawy mikro- i makroekonomii. Wydawnictwo Key Text, Warszawa
• O’Sullivan D., Abela A.V., Hutchinson M. (2009), Marketing performance measurement and firm performance. Evidence from the European high-technology sector. European Journal of Marketing vol. 5/6.
• Porter, M.E. and Kramer, M.R. (2011). Tworzenie wartości dla biznesu i społeczeństwa. Harvard Business Review Polska, maj: 36–55.
• Urbanowska-Sojkin, E. and Sojkin B. (2008). Dylematy pomiaru skuteczności działań marketingowych. In: G. Sobczyk (ed.), Współczesny marketing. Strategie. Warszawa: PWE.
• Wrzosek, W. (2005) (ed.). Efektywność marketingu. Warszawa: PWE.