MARKETING CONTROLLING IN CZECH COMPANIES

被引：0
作者：
Lukoszova, Xenie [1 ]
Uhlarova, Katerina [1 ]
Polanecky, Lukas [1 ]
机构：
[1] Inst Technol & Business Ceske Budejovice, Ceske Budejovice, Czech Republic
来源：
HRADEC ECONOMIC DAYS, VOL 6, ISSUE 1 | 2016年 / 6卷
关键词：
marketing controlling; medium-sized company; large company; primary research; marketing metrics;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The aim of this empirical research was to evaluate the circumstances concerning the use of marketing controlling in practice in medium-sized and large companies with registered offices in the Czech Republic, with a focus on the different roles of marketing controlling, its organizational integration in the business and marketing metrics used for evaluating the effectiveness of marketing activities. The primary survey was conducted via an online questionnaire prepared in advance. For the purposes of the implementation of the empirical investigation a basic set was defined on the basis of registered economic subjects in the Czech Republic. The sample consisted of 400 respondents.
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页码：541 / 549
页数：9
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