Indicadores para medir la eficacia del marketing en las empresas checas

František Milichovský

doi:10.46661/revmetodoscuanteconempresa.2236

Autores/as

František Milichovský Department of Management. Faculty of Business and Management Brno University of Technology (Czech Republic)

DOI:

https://doi.org/10.46661/revmetodoscuanteconempresa.2236

Palabras clave:

Marketing effectiveness, performance, financial indicators, non-financial indicators, engineering, efectividad del marketing, desempeño, indicadores financieros, indicadores no financieros, ingeniería

Resumen

La eficacia de la comercialización se ha aceptado como una de las partes más importantes del sistema del funcionamiento corporativo. Es debido a los cambios dinámicos en el ambiente de negocio en tiempos después de la crisis. El objetivo de este artículo es la definición de indicadores posibles usados en la medición de eficacia del marketing. El artículo presenta avance en indicadores usables, especialmente métricas financieras y no financieras. Los estudios seleccionados, centrándose en diversas ramas y diversos indicadores, fueron analizados por el autor. El autor del artículo pone la pregunta: ¿cuál es la clasificación más estadística que explica la diferencia de las partes interesadas en función de la evaluación de su impacto en gestión empresarial? Se realizaron análisis cluster para minería de datos, incluyendo su presentación gráfica a través de dendograma y t-test para dos muestras usando el software estadístico IBM SPSS Statistics 22 para obtener respuesta pertinente a la pregunta definida en la investigación. Tal limitación del artículo es posible significar centrarse solamente en el mercado industrial doméstico (checo).

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