Approach and domestic experience of measuring in marketing

Authors

  • Noémi Hajdú Miskolci Egyetem Gazdaságtudományi Kar

Keywords:

marketing metrics, marketingcontrolling, stratégiai-, operatív- és pénzügyi szemléletet tükröző mutatószámok

Abstract

The discipline of evaluating marketing activity belongs to the hot topics in recent years. This is especially true during the period of economic restrictions, when it is expected to prove the efficiency and effectiveness of marketing activities with concrete numbers. In a representative primary research I tried to find the answer to the following questions: which kind of marketing evaluation approach exists in the Hungarian medium and large enterprises and what are the methods which are commonly used in business practice.

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Published

2019-10-01

How to Cite

Hajdú, N. (2019) “Approach and domestic experience of measuring in marketing”, The Hungarian Journal of Marketing and Management, 47(3), pp. 19–31. Available at: https://journals.lib.pte.hu/index.php/mm/article/view/637 (Accessed: 27 November 2024).

Issue

Vol. 47 No. 3 (2013)

Section

Marketing Controlling