Publication detail

Market Oriented Measurement of Company Performance

Authors: Lošťáková Hana

Year: 2008

Type of publication: článek ve sborníku

Name of source: Problems of Marketing Management in Globalisation

Publisher name: Ekonómia

Place: Banská Bystrica

Page from-to: 139-143

Titles:

Language	Name	Abstract	Keywords
cze	Tržně orientované měření výkonnosti podniku	Při uplatnění strategie CRM je třeba změnit způsob posuzování výkonnosti podniku. Příspěvek nastiňuje systém měření výkonnosti podniku při uplatnění CRM a diskutuje zásady, o které by se měl tento systém opírat.
eng	Market Oriented Measurement of Company Performance	Applying of individualized one-to-one marketing - CRM (Customer Relationship Management) (see Peppers D., Rogers M., 2004) calls for changing approaches to company performance evaluation. When evaluating a company performance it is not sufficient to evaluate only a company financial performance but it is necessary to use a far more elaborated and balanced system of market (customer) performance indicators together with performance indicators in terms of company staff innovation potential increase, performance indicators of internal company processes co-creating value for individual customers and financial performance of individual customers. The paper outlines a strategic system concept of company performance measuring and evaluating Balanced Scorecard which is modified for evaluating a course and results of CRM strategy.	company performance;BSC;CRM strategy;measurement of company performance

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