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Wykorzystanie miar finansowych do oceny efektywności marketingu

100%
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
Artykuł nie zawiera abstraktu w języku polskim
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