Istraživanje primjene marketing metrike kod vodećih proizvođača roba široke potrošnje (FMCG) u regiji: BiH, Hrvatska i Srbija
Research of Marketing Metrics Usage in Leading Fast Moving Consumer Goods (FMCG) Companies in The Region: Bosnia and Herzegovina, Croatia and Serbia

Summary/Abstract: This paper is based on the results of research whose purpose was to determine whether management of leading manufacturers of consumer goods in Bosnia and Herzegovina, Croatia and Serbia has developed knowledge about the need and benefits of analysing marketing activities, and implementing marketing metrics? Marketing metrics is a tool that allows measurement of the influence of marketing activities on the profit and market assets of the company. Also, this is a tool for deciding on the amount, type and structure of marketing investments. The study is based on theoretical concepts and methodology that was developed at the London Business School (Ambler, Riley, 2000). In conclusion it can be stated that the biggest advertisers (FMCG companies) in the region have ignored the analysis of the effects of marketing programs on consumers, and on their behavior, the perception of consumers about the brands they promote, the innovations introduced into the market. However, there is a substantial level of financial-market use of marketing metrics, which unfortunately gives the dominant internal view of the achieved results, without diagnostic results compared to consumers and brands.

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