Marketing controlling in Czech companies

Lukoszová, Xenie

Marketing controlling in Czech companies / Xenie Lukoszová, Kateřina Uhlářová, Lukáš Polanecký. -- 7 grafů, 1 tabulka. -- Abstrakt: 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. -- Dostupné též v elektronické podobě.
In: Hradecké ekonomické dny. -- Hradec Economic Days. -- 411 s.. -- Hradec Králové: University of Hradec Králové, 2016. -- ISSN 2464-6059. -- 978-80-7435-634-6. -- S. 86-94 (tištěný sborník), s. 541-549 (online zdroj).
I. Uhlářová, Kateřina II. Polanecký, Lukáš


marketingový management * marketingový management - Česko * marketing - Česko * podniky - Česko * ekonomický výzkum - Česko * empirický výzkum - Česko * články ze sborníku