Systematyka metod oceny jakości działalności marketingowej organizacji

• Authors: Szyran-Resiak Agata

Title variants

EN

Systematics of quality assessment methods for business marketing organizations

• Languages of publication: PL

Abstracts

EN

This study presents detailed systematics of quality assessment methods for marketing organizations diving it into three groups: qualitative, quantitative and qualitative-quantitative (mixed) methods. The first group includes methods such as: marketing audit, marketing excellence evaluation and review oftheethical and social responsibility of the organization. The second group is: sales analysis, market share analysis, impact analysis with marketing expenditures on sales area, financial analysis, profitability and efficiency control, marketing effectiveness ranking and observation on customer satisfaction. The last group includes methods: balanced scorecard and marketing benchmark. Approach towards assessing the quality of organization's marketing activities requires using one particular method. Due to big number of existing methods for assessing the quality of marketing activities, a question arises: which one will allow us fully assess the activity.

Keywords

EN

systematics; methods of assessing the quality of an organization's marketing activities; qualitative methods; quantitative methods; qualitative and quantitative methods (mixed)

• Publisher: Państwowa Wyższa Szkoła Zawodowa w Płocku
• Journal: Zeszyty Naukowe PWSZ w Płocku. Nauki Ekonomiczne
• Year: 2015
• Volume: 2(22)
• Pages: 35-48

Contributors

author

Szyran-Resiak Agata

• Wyższa Szkoła Techniczno-Ekonomiczna w Świdnicy