This study deals with the issue of marketing control (the function that ties together the
process of marketing management). More directly, we aim to provide a scientific reflection on …

In uncertain economic situations, profit-seeking corporations work under constant pressure
of efficiency. As a consequence, importance of evaluation is extending to such corporate …

The topic of marketing effectiveness is considered to be a very up-to-date subject in the
highly competitive environment. Marketing effectiveness may be characterized as the …

Purpose The study investigates the development of three key strategic marketing constructs–
market orientation, marketing-related business process capabilities and marketing …

This article aims at a brief presentation of problems with the use of strategic marketing
management tools in enterprises, which are becoming a basic category of strategic …

This article reports the findings of an investigation into marketing management in the
Netherlands. It specifically analyses the level of marketing orientation and practice in Dutch …

Abstract [eng] The article analyses how managers of companies see the importance of the
overall marketing function as the importance of certain types of marketing activities. These …

Marketing performance management has been one of the most prominent streams in recent
marketing research and practice. Concepts such as marketing accountability, marketing …

In this article, the concept of marketing effectiveness is considered as a very relevant topic in
a highly competitive environment. Marketing efficiency can be described as a function of …

Nowadays, due to ever-changing market conditions, increasingly global market place, and
consumer empowerment, one of the main means of marketing accountability, assessment …