Измерване на маркетинговите резултати в организациите за производство на продукти с индустриално предназначение
Measuring the Marketing Results in Organizations for the Production of Items for Industrial Use

Summary/Abstract: Measuring the results of marketing activities has its own specific features in the organizations in the sector for "production of products for industrial use". The main task of management in this branch is associated with the search for new managerial decisions to reduce the material and energy consumption of manufacturing processes. Therefore, the importance of accuracy and organization of the results of marketing activities’ measurement is increasing. This article presents the data obtained from a survey measuring the results of marketing activities conducted among 54 large and medium-sized Bulgarian organizations. Problem areas of measuring marketing are outlined when analyzing the primary information. They have become important benchmarks for making changes and introducing a new integrated approach for measuring and evaluating the marketing results in the organizations of this economic sector.

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