MARKETING PERFORMANCE ASSESSMENT IN BUSINESSES IN SLOVAKIA
MARKETING PERFORMANCE ASSESSMENT IN BUSINESSES IN SLOVAKIA

Author(s): Katarína Grančičová, Gabriela Dubcová, Dana Hrušovská
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: marketing; marketing performance; indicators of marketing performance; marketing metrics;
Summary/Abstract: This article aims to emphasize the need for assessment of marketing performance in relation to business performance, it suggests a number of approaches in this area and defines the most commonly used indicators and measures of marketing performance in business practice basedon published statistics from already conducted surveys. Managers can use various methods of analysis to understand the own firm's capabilities, customers, and business environment. We focused on companies in the Slovak Republic based on the trends suggested in the area of marketing performance assessment and data from the surveys. We analyze the level of marketing performance assessment of businesses in Slovakia as well as the problems of measuring marketing performance.

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