Wskaźniki pomiaru sprawności marketingowej

• Authors: Robert Kozielski

Title variants

EN

Marketing Performance Measurement Indicators

Abstracts

EN

In recent years both practitioners and academics have shown an increasing interest in the assessment of marketing performance. This tendency is explained by control theory, agency theory, institutional theory, market orientation and brand equity concepts. The paper explores the scope of using marketing performance metrics by companies operating on the Polish market and identifies the relations between the number and quality of measures and corporate market knowledge as well as their business results. The study findings help to indicate the correlation between metrics and corporate market knowledge. The relations between market knowledge and business results are also observed. The number of metrics and, in particular, their quality contribute to enhancing market knowledge, the variable of which determines market performance.

PL

W ostatnich latach zauważa się rosnące zainteresowanie oceną sprawności działań marketingowych, zarówno w sferze nauki, jak i praktyki. Tendencja ta jest tłumaczona teorią kontroli, teorią agencji, teorią instytucjonalną, koncepcjami orientacji rynkowej oraz kapitału marki. Celem artykułu jest ocena zakresu stosowania wskaźników pomiaru przez firmy działające w Polsce oraz identyfikacja siły związku pomiędzy liczbą i jakością stosowanych wskaźników pomiaru a poziomem wiedzy rynkowej i uzyskiwanymi przez firmy wynikami działań rynkowych. Jak wynika z badań, wskaźniki pomiaru efektów i działań rynkowych są ściśle powiązane z poziomem wiedzy w organizacji. Wiedza natomiast jest skorelowana z wynikami biznesu. Można więc stwierdzić, iż stosowane mierniki pomiaru sprawności marketingowej organizacji wpływają na budowanie wiedzy rynkowej firmy, a dzięki temu na uzyskiwane przez firmy efekty działań rynkowych.

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Problemy Zarządzania
• Year: 2007
• Volume: 5
• Issue: 2(16)
• Pages: 37-56

Dates

published

2007

Contributors

author

Robert Kozielski

• Wydział Zarządzania Uniwersytetu Łódzkiego

References

• Aaker, D.A. 1991. Managing Brand Equity, New York: The Free Press.
• Adams, C. i P. Roberts. 1993. You are What you Measure. w: Manufacturing Europe. London: Sterling Publications.
• Ambler, T. 2003. Marketing and the Bottom line, London: Prentice Hall.
• Ambler, T., Kokkinaki, F. i S. Puntoni. 2003. Assessing Marketing Performance - Reason for Metrics Selection, Working Paper, London: London Business School.
• Ambler, T. i D. Riley. 2001. Marketing Metrics - A Review of Performance Measures in Use in the UK and Spain, Working Paper, London: London Business School.
• Barwise, P. 1988. Introduction to Special Issue on Brand Equity. International Journal of Marketing, vol. 10.
• Barwise, P. 1993. Brand Equity - Snark or Boojum? International Journal of Research in Marketing, vol. 10.
• Barwise, P. i J.U. Farley. 2004. Marketing Metrics - Status of Six Metrics in Five Countries. European Management Journal, vol. 22.
• Bhargava, M., Dubelaar, Ch. i S. Ramaswami. 1994. Reconciling Diverse Measures of Performance - A Conceptual Framework and Test of a Methodology. Journal of Business Research, vol. 31.
• Bromwich, M. i A. Bhimani. 1989. Management Accounting - Evolution not Revolution, London: Chartered Institute of Management Accountants. Chaffey, D. 2006. E-Business and E-Commerce Management, Harlow: Prentice Hall.
• Chakravarthy, B. 1986. Measuring Strategic Performance. Strategic Management Journal, vol. 7.
• Cross, K.F. i R.L. Lynch. 1992. For Good Measure. CMA Magazine, vol. 66, nr 3.
• Crossy, P.B. 1980. Quality is Free - The Art of Making Quality Certain, New York: McGraw Hill.
• Day, G.S. 1994. The Capabilities of Market-Driven Organizations. Journal of Marketing, vol. 58, nr 4.
• Eccles, R.G. 1991. The Performance Measurement Manifesto. Harvard Business Review, vol. 69, nr 1.
• Feder, R.A 1965. How to Measure Marketing Performance. Harvard Business Review, vol. 43, nr 3.
• Fisher, J. 1992. Use of Non-Financial Performance Measures. Journal of Cost Management, vol. 6, nr 1.
• Frazier, G.L. i R.D. Howell. 1982. Intraindustry Marketing Strategy Effects on the Analysis of the Firm Performance. Journal of Business Performance, vol. 19.
• Ghalayini, A.M. i J.S. Noble. 1996. The Changing Basis of Performance Measurement. International Journal of Operations & Production Management, vol. 16, nr 8.
• Goldratt, E. 1990. Theory of Constraints, New York: North River Press.
• Greenwood, R.G. 1974. Managerial Decentralization - A Study of the General Electric Philosophy, Lexington: D.C. Health.
• Gregor, B. i M. Stawiszyński. 2002. E-Commerce, Bydgoszcz-Łódź: Oficyna Wydawnicza Branta.
• Jansen, M.C. i W.H. Meckling. 1976. Theory of the Firm - Managerial Behavior, Agency Cost and Ownership Structure. Journal of Financial Economics, vol. 3.
• Jaworski, B.J. 1988. Toward a Theory of Marketing Control - Environmental Context, Control Types and Consequences. Journal of Marketing, vol. 52, nr 3.
• Johnson, H.T. i R.S. Kaplan. 1987. Relevance Lost - The Rise and Fall of Management Accounting, Boston: Harvard Business School Press.
• Kaplan, R.S. 1983. Measuring Manufacturing Performance - A New Challenge for Managerial Accounting Research. The Accounting Review, vol. 58, nr 4.
• Kaplan, R.S. i D.P. Norton. 1993. Putting the Balanced Scorecard to Work. Harvard Business Review, vol. 73, nr 5.
• Kaplan, R.S. i D.P. Norton. 2001. Strategiczna karta wyników - jak przełożyć strategię na działanie? Warszawa: PWN.
• Kaplan, R.S. i D .P. Norton. 1992. The Balanced Scorecard - Measures That Drive Performance. Harvard Business Review, vol. 70, nr 1.
• Keller, K.L. 1993. Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, vol. 57.
• Kohli, A.K. i B.J. Jaworski. 1990. Market Orientation - The Construct, Research Proposition and Managerial Implications. Journal of Marketing, vol. 54, nr 2.
• Kotler, Ph. 2003. Marketing Management, Upper Sadle River, New Jersey: Prentice Hall.
• Kotler, Ph., Gregor, W. i W Rodgers. 1977. The Marketing Audit Comes of Age. Sloan Management Review, vol. 18, nr 2, s. 49.
• Lenskold, J.D. 2003. Marketing ROI - the Path to Campaign, Customer and Corporate Profitability, New York: McGraw Hill.
• McGovern, G.J., Court, D. i J.A. Quelch. 2004. Bringing Customers into the Boardroom. Harvard Business Review, vol. 82, nr 11.
• Medori, D. i D. Steeple. 2000. A Framework for Auditing and Enhancing Performance Measurement Systems. International Journal of Operations & Production Management, vol. 20.
• Meyer, J.W. i B. Rowan. 1977. Institutionalized Organizations - Formal Structure as Myth and Ceremony. American Journal of Sociology, vol. 83.
• Narver, J.C. i S.F. Slater. 1990. The Effect of a Market Orientation on Business Profitability. Journal of Marketing, vol. 54, nr 4.
• Nelly, A., Adams, C. i P. Crowe. 2001. The Performance Prism in Practice. Measuring Business Excellence, vol. 5.
• Pryor, L.S. 1989. Benchmarking - A Self-Improvement Strategy. Journal of Business Strategy, vol. 10, nr 6.
• Sevin, Ch. 1965. Marketing Productivity Analysis, New York: McGraw Hill.
• Shapiro, B.P. 1988. What the Hell is "Market Oriented'? Harvard Business Review, vol. 66, nr 6.
• Shaw, R. 1998. Improving Marketing Effectiveness, London: Economist Newspaper Ltd.
• Shaw, R. 2001. Nowe spojrzenie na marketing, Warszawa: Studio Emka.
• Sheth, J.N. i R.S. Sisodia. 2005. Does Marketing Reed Reform? Journal of Marketing, vol. 69.
• Sink, D.S. i T.C. Tuttle. 1989. Planning and Measurement in your Organization of the Future, Norcross: Industrial Engineering and Management Press.
• Sinkula, J.M. 1994. Market Information Processing and Organizational Learning. Journal of Marketing, vol. 58; nr 1.
• Webster, F.E. 1994. Executing the New Marketing Concept. Marketing Management, vol. 3, nr 1.
• Węgrzyn, A. 2000. Benchmarking - nowoczesna metoda doskonalenia przedsiębiorstwa, Wrocław: Antykwa.

Identifiers

Biblioteka Nauki

34613384