Wykorzystanie miar finansowych do oceny efektywności marketingu

• Authors: Ilona Bondos
• Languages of publication: PL

Abstracts

PL

Artykuł nie zawiera abstraktu w języku polskim

EN

The evaluation of the effectiveness of marketing action is the great challenge for marketers. This article aims to present a new approach to this problem. As a result of market changes there was a need to use financial measures in assessing the effects of marketing. The author attempts to explain why the financial dimension is so important for a correct assessment of marketing effectiveness. The author does not indicate the ideal solution for a correct assessment of the marketing effectiveness, because it does not exist.

Keywords

PL

skuteczność marketingu; pomiar efektów marketingu; miary finansowe; przejrzystość marketingu

EN

marketing effectiveness; marketing performance measurement; financial measures; marketing transparency

• Publisher: Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
• Journal: Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
• Year: 2014
• Volume: 48
• Issue: 1

Dates

published

2014

online

2015-04-27

Contributors

author

Ilona Bondos

References

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Identifiers

DOI

10.17951/h.2014.48.1.35