Marketing Controlling in Czech Companies

@inproceedings{31562,
   author = {Lukoszová, Xenie and Uhlářová, Kateřina and Polanecký, Lukáš},
   address = {Hradec Králové},
   booktitle = {Hradec Economic Days},
   editor = {Pavel Jedlička},
   keywords = {marketing controlling; medium-sized company; large company; primary research; marketing metrics},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Hradec Králové},
   isbn = {978-80-7435-636-0},
   pages = {541-548},
   publisher = {University of Hradec Králové},
   title = {Marketing Controlling in Czech Companies},
   year = {2016}
}

TY  - JOUR
ID  - 31562
AU  - Lukoszová, Xenie - Uhlářová, Kateřina - Polanecký, Lukáš
PY  - 2016
TI  - Marketing Controlling in Czech Companies
PB  - University of Hradec Králové
CY  - Hradec Králové
SN  - 9788074356360
KW  - marketing controlling
KW  - medium-sized company
KW  - large company
KW  - primary research
KW  - marketing metrics
N2  - The aim of this empirical research was to evaluate the circumstances concerning the use of marketing controlling in practice in medium-sized and large companies with registered offices in the Czech Republic, with a focus on the different roles of marketing controlling, its organizational integration in the business and marketing metrics used for evaluating the effectiveness of marketing activities. The primary survey was conducted via an online questionnaire prepared in advance. For the purposes of the implementation of the empirical investigation a basic set was defined on the basis of registered economic subjects in the Czech Republic. The sample consisted of 400 respondents.
ER  - 

LUKOSZOVÁ, Xenie, Kateřina UHLÁŘOVÁ and Lukáš POLANECKÝ. Marketing Controlling in Czech Companies. In Pavel Jedlička. \textit{Hradec Economic Days}. Hradec Králové: University of Hradec Králové. p.~541-548. ISBN~978-80-7435-636-0. 2016.