Abstract
Marketing effectiveness has been accepted as one of the most important parts in corporate performance system. It is due to dynamical changes in business environment in after-crisis times. The goal of this paper is the definition of used possible indicators in measuring marketing effectiveness. The paper presents advance in usable indicators, especially financial and non-financial metrics. Selected studies, focusing on different branches and different indicators, were analysed by the author. The author of article puts the question, which classification is the most statistical explaining the difference of stakeholders in term of evaluation their impact on business management. There were made cluster analysis for data mining including its graphic presentation through dendogram and two-sample t-test by statistical software IBM SPSS Statistics 22 to obtain relevant answer on defined research question. Such limitation of the paper is possible to signify focusing only on domestic (Czech) ...
Marketing effectiveness has been accepted as one of the most important parts in corporate performance system. It is due to dynamical changes in business environment in after-crisis times. The goal of this paper is the definition of used possible indicators in measuring marketing effectiveness. The paper presents advance in usable indicators, especially financial and non-financial metrics. Selected studies, focusing on different branches and different indicators, were analysed by the author. The author of article puts the question, which classification is the most statistical explaining the difference of stakeholders in term of evaluation their impact on business management. There were made cluster analysis for data mining including its graphic presentation through dendogram and two-sample t-test by statistical software IBM SPSS Statistics 22 to obtain relevant answer on defined research question. Such limitation of the paper is possible to signify focusing only on domestic (Czech) industrial market.------------------------------------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).
