Sistematičnost merjenja marketinškega delovanja v slovenskih podjetjih

slovenian

2011

volume 11, issue 18

efficiency   Enterprises   Marketing   Measurement   Slovenia

Društvo za marketing Slovenije
(Obvezni izvod spletne publikacije)

For the past few years, companies have been exposed to great pressure from business and the academic field with regard to marketing performance measurement. For instance, Marketing Science Institute (MSI) has for several years stressed the importance of marketing performance measurement research and has consistently (1998, 2000, 2002, 2004, 2006) proposed marketing performance measurement and related themes as a research priority. Despite the importance of marketing performance measurement abroad, in Slovenia, this field is still quite neglected as a research topic. In this article, we are theoretically and empirically focused on systematic marketing performance measurement and we explore its several steps - which metrics to choose, how to compare them, how to represent the results, who should follow the results, what they mean for marketing and what importance the measurement has for marketing and companies. Our empirical qualitative research of Slovenian companies (a small sample) shows that systematic marketing performance measurement is developed quite well and can be compared to foreign companies. However, with regard to marketing dashboard implementation it somehow lags behind.

21.02.2013