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Creating Value For The Organization Through Marketing

100%
Garbarski L.
Management and Business Administration. Central Europe
|
2014
|
vol. 22
|
issue 4
60-69
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.
2
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DASHBOARD – CONCEPT AND APPLICATION IN THE MEAS-UREMENT OF MARKETING EFFECTIVENESS

100%
GOLIK-GÓRECKA G.
Information Systems in Management
|
2013
|
vol. 2
|
issue 2
125-135
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.
3
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Wykorzystanie miar finansowych do oceny efektywności marketingu

72%
Bondos I.
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
|
2014
|
vol. 48
|
issue 1
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.
PL
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