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Marketing Performance as a Bases of Future Enterprises Profitability.
Rok: 2005
Druh publikace: článek ve sborníku
Název zdroje: Proceeding of the International Scientific Conference Education and Economy 2005
Název nakladatele: Tallin College of Tallin University of Technology
Místo vydání: Tallin, Estonia
Strana od-do: 65-67
Tituly:
Jazyk Název Abstrakt Klíčová slova
cze Marketingová výkonnost jako základ budoucí ziskovosti podniku. Contemporary conditions in global and turbulent market environment ask to use for evaluation of enterprises? performance not only financial measures of performance as sales revenues, costs, operating expenses, net profits, return of sales, assets as a percentage of sales and return on assets. These measures are excellent measures of internal financial performance, however do not provide an external or market-based view of performance. As a result, we don?t know how some enterprise has performed relative to external benchmarks such as market growth, competitive prices, relative product and service quality, and satisfying and retaining customers. It is necessary to complete a business?s internal financial performance with parallel set of external metrics to track market based performance (marketing performance metrics). Marketingová výkonnost, ziskovost podniku
eng Marketing Performance as a Bases of Future Enterprises Profitability. Contemporary conditions in global and turbulent market environment ask to use for evaluation of enterprises? performance not only financial measures of performance as sales revenues, costs, operating expenses, net profits, return of sales, assets as a percentage of sales and return on assets. These measures are excellent measures of internal financial performance, however do not provide an external or market-based view of performance. As a result, we don?t know how some enterprise has performed relative to external benchmarks such as market growth, competitive prices, relative product and service quality, and satisfying and retaining customers. It is necessary to complete a business?s internal financial performance with parallel set of external metrics to track market based performance (marketing performance metrics). Marketing Performance, Profitability of Enterprises

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