Sistematičnost merjenja marketinškega delovanja v slovenskih podjetjih

Petraš, Špela (author), Golob, Urša (author)

Podjetja so zadnjih nekaj let podvržena pritisku merjenja marketinškega delovanja, tako s strani poslovnega kot akademskega sveta. Marketing Science Institute (MSI), na primer, je več let zaporedoma poudarjal pomen raziskovanja marketinškega delovanja in je med glavnimi raziskovalnimi prioritetami dosledno (1998, 2000, 2002, 2004, 2006) predlagal merjenje marketinškega delovanja in z njim povezane teme. To področje je na slovenskih tleh še precej neraziskano, kljub njegovemu pomenu v tujini. V prispevku se teoretično in empirično osredotočamo na sistematičnost merjenja marketinškega delovanja, pri katerem raziskujemo njegove posamezne korake - katere metrike izbrati, kako jih primerjati, kako predstaviti rezultate, kdo naj spremlja te rezultate, kaj ti rezultati pomenijo za marketing in kakšen pomen ima merjenjev slovenskih podjetjih za marketing in za podjetje. S kvalitativno raziskavo med slovenskimi podjetji (majhen vzorec) smo empirično ugotovili, daje sistematičnost merjenja marketinškega delovanja med preučevanimi podjetji precej razvita in se lahko primerja s tujimi, nekoliko pa vendarle zaostaja glede implementacije standardne preglednice merjenja marketinškega delovanja.

• Language: Slovenian
• Keywords: Slovenija, podjetja, marketing, trženje, uspešnost, učinkovitost, merjenje
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publisher: Marketing magazin
• Year: 2011
• Number of pages: Str. 63-75
• Numbering: Letn. 11, [št.] 18
• PID: 20.500.12556/RUL-56009
• UDC: 339.138:005.336.1
• ISSN on article: 1408-1652
• COBISS.SI-ID: 31057245
• Publication date in RUL: 10.07.2015

Record is a part of a journal

• Title: Akademija MM
• Shortened title: Akad. MM
• Publisher: Marketing magazin
• ISSN: 1408-1652
• COBISS.SI-ID: 65123840

Secondary language

• Language: Slovenian

Abstract

For the past few years, companies have been exposed to great pressure from business and the academic field with regard to marketing performance measurement. For instance, Marketing Science Institute (MSI) has for several years stressed the importance of marketing performance measurement research and has consistently (1998, 2000, 2002, 2004, 2006) proposed marketing performance measurement and related themes as a research priority. Despite the importance of marketing performance measurement abroad, in Slovenia, this field is still quite neglected as a research topic. In this article, we are theoretically and empirically focused on systematic marketing performance measurement and we explore its several steps - which metrics to choose, how to compare them, how to represent the results, who should follow the results, what they mean for marketing and what importance the measurement has for marketing and companies. Our empirical qualitative research of Slovenian companies (a small sample) shows that systematic marketing performance measurement is developed quite well and can be compared to foreign companies. However, with regard to marketing dashboard implementation it somehow lags behind.