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Marketing activities effectiveness measurement: The case of a research organisation in Poland
DOI:
https://doi.org/10.33119/SIP.2023.188.5Keywords:
Key performance indicators (KPI), marketing performance analysis, marketing goals,, research organisation, marketing performance indicatorsAbstract
Nowadays, the measurement of marketing activities effectiveness constitutes the fundamental element of any organisation’s management practice. It allows not only for marketing tools efficiency judgement, but it also constitutes a point of reference, to set the goals accurately. It also helps to determine, whether the investment decisions are reasonable. However, the appropriate selection of indicators proves to be the key challenge, as they need to be aligned with organisation’s priorities and reflect the general nature of pursued business. Appropriate indicators measurement and interpretation are no less essential. Performance indicators can be utilised as important tools, supporting management processes within the research organisations, which are currently putting more investment in marketing activities, while offering new research results to the market on commercial terms.The paper starts with a definition of key performance indicators and differentiation of other tools, that can be utilised within the business practice. Next, the possible categorisation of key performance indicators, which are most commonly used in marketing area, was presented. On the basis of the analysis performed, the model of key performance indicators selection fora research organisation was proposed.
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References
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38. Szablewski A. [2008], Zarządzanie wartością przedsiębiorstwa, „e-Finanse”, nr 3.
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2. Barburio F. [2001], Performance Measurements. A Practical Guide to KPIs and Benchmarking in Public Broadcasters, Commonwealth Broadcasting Association.
3. Barone D., Jiang L., Amyot D., Mylopoulos J. [2011], Reasoning with key Performance Indicators, Procedings of the 4th IFIP WG8.1 Working Conference on the Practice of Enterprise Modeling (PoEM11).
4. Brigham E.F., Daves P.R. [2010], Intermediate Financial Management, Thomson South-Western, Mason, Ohio.
5. Brzóska J., Karbownik A., Kruczek M., Szmal A., Żebrucki Z. [2011], Strategiczna karta wyników w teorii i praktyce, Wydawnictwo Politechniki Śląskiej, Gliwice.
6. Chendall R.H., Langfield-Smith K. [2007], Multiple Perspectives of Performance Measures, „European Management Journal”, 25(4).
7. Cortes H., Daaboul J., Le Duigou J., Eynard B. [2016], Strategic Lean Management: Integration of Operational Performance Indicators for Strategic Lean Management, IFAC-PapersOnLine, 49.
8. Cwynar A., Cwynar W. [2007], Kreowanie wartości spółki poprzez długoterminowe decyzje finansowe, Polska Akademia Rachunkowości, Warszawa–Rzeszów.
9. Czerwińska K., Pacana A. [2020], Doskonalenie jakości w procesie produkcyjnym z wykorzystaniem wskaźników KPI i narzędzi zarządzania jakością, Global Existential Risks, Proceedings of the 10th International Conference, September 10, Bratislava, Slovak Republic.
10. Davis J.A. [2013], Measuring Marketing: 110+ Key Metrics Every Marketer Needs, John Wiley & Sons, New York.
11. Enns B. [2005], Key Performance Indicators for new Business Development, Critical Briefings for the Business of Persuasion, https://www.scribd.com/document/76231879/Persuading-Kpis-1
12. Ghahremani-Nahr J., Nozari H. [2021], A Survey for Investigating Key Performance Indicators in Digital Marketing, „International Journal of Innovation in Marketing Elements”, 1(1).
13. Grabowska S. [2017], Kluczowe wskaźniki efektywności – studium przypadku, „Zeszyty Naukowe Politechniki Śląskiej, Seria: Organizacja i Zarządzanie”, z. 108.
14. Grønholdt L., Martensen A. [2006], Key Marketing Performance Measures, „The Marketing Review”, 3.
15. Hafshejani M.A., Nayebzadeh S., Roknabadi A.D. [2017], Identifying and Ranking of Marketing Performance Measurement Metrics, „Specialty Journal of Knowledge Management”, vol. 2, iss. 2.
16. Hart S. [2003], Marketing Changes, Thomson Learning, London.
17. ISO 22400–1, Automation systems and integration – Key performance indicators (KPIs) for manufacturing operations management – Part 1: Overview, concepts and terminology.
18. Kaganski S., Paavel M., Lavin J. [2014], Selecting Key Performance Indicators with Support of Enterprise Analyze Model, s. 97–102.
19. Keller K.L. [1998], Strategic Brand Management, Prentice Hall, Upper Saddle River, New Jersey.
20. Lauchengco M. [2022], Loved: How to Rethink Marketing for Tech Products, John Wiley & Sons Inc., Hoboken, New Jersey.
21. Mone S.D., Pop M., Racolța-Paina N. [2013], The “What” and “How” of Marketing Performance Management, „Management and Marketing”, vol. 8.
22. Niemiec A. [2017], Istotność jako podstawowe kryterium selekcji kluczowych mierników dokonań (KPIs), „Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu”, nr 472.
23. Nowicki D. [2018], Ekonomiczna wartość dodana jako narzędzie oceny dokonań przedsiębiorstwa, „Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach”, nr 347.
24. O’Sullivan D., Abela A.V. [2007], Marketing Performance Measurement Ability and Firm Performance, „Journal of Marketing”, 71(2).
25. Ogunlana S.O. [2010], Beyond the ‘Iron Triangle’: Stakeholder Perception of Key Performance Indicators (KPIs) for Large-Scale Public Sector Development Projects, „International Journal of Project Management”, 28.
26. Parmenter D. [2009], Key Performance Indicators: Developing, Implementing and Using Winning KPIs, John Wiley & Sons, Hoboken, New Jersey.
27. Parmenter D. [2016], Kluczowe wskaźniki efektywności (KPI). Tworzenie, wdrażanie i stosowanie, Helion, Gliwice.
28. Pieterson W., ICF International [2019], Getting started with Key Performance Indicators, Publications Office of the European Union, Luxembourg.
29. Podgórski D. [2015], Measuring Operational Performance of OSH Management System: A Demonstration of AHP-based Selection of Leading Key Performance Indicators, „Safety Science”, no. 73.
30. Pont M., Shaw R. [2003], Measuring Marketing Performance: A Critique of Empirical Literature, ANZMAC, Adelaide, December 6.
31. Popa B.M. [2015], Challenges When Developing Performance Indicators, „Journal of Defense Resources Management”, 6, 1(10).
32. Porokhnya V., Kravets O., Didenko A., Penev V. [2020], Model of Brand Value Management as a Process of Strategic Increase of Enterprise Value, The International Conference on Sustainable Futures: Environmental, Technological, Social and Economic Matters (ICSF 2020), iss. E3S Web Conf., vol. 166.
33. Poteralska B., Walasik M. [2022], Supporting Industrial Implementation of R&D Results with Commercialisation Models, „Engineering Management in Production and Services”, vol. 14(2).
34. Reibstein D., Farris P., Bendle N., Pfeifer P. [2006], Marketing Metrics: 50+ Metrics Every Executive Should Master, Wharton School Publishing, Upper Saddle River.
35. Rust R.T., Lemon K.N., Zeithaml V.A. [2004], Return on Marketing: Using Customer Equity to Focus Marketing Strategy, „Journal of Marketing”, vol. 68.
36. Sampaio C.H., Simões C., Perin M.G., Almeida A. [2011], Marketing Metrics: Insights from Brazilian Managers, „Journal of Industrial Marketing Management”, vol. 40.
37. Spiller L., Tuten T. [2015], Integrating Metrics across the Marketing Curriculum: The Digital and Social Media Opportunity, „Journal of Marketing Education”, vol. 37, no. 2.
38. Szablewski A. [2008], Zarządzanie wartością przedsiębiorstwa, „e-Finanse”, nr 3.
39. Terblanche N.S., Gerber C., Erasmus P., Schmidt D. [2013], A Marketing Perspective on the Impact of Financial and Non-financial Measures on Shareholder Value, „South African Journal of Economic and Management Sciences”, 16(2).
40. Villazón C., Sastoque Pinilla L., Olaso J., Toledo N., Lacalle L. [2020], Identification of Key Performance Indicators in Project-Based Organisations through the Lean Approach, „Sustaiability”, 12.
41. Walasik M. [2018], Orientacja marketingowa jednostek naukowo-badawczych jako wsparcie procesu komercjalizacji wyników B+R, „Marketing Instytucji Naukowych i Badawczych”, nr 4(30).
42. Walasik M., Poteralska B. [2020], Models of Implementing Innovative Technologies into Industry, 11th International Scientific Conference Business and Management 2020.
43. Zagajewski A., Saniuk S. [2018], Key Performance Indicators in E-commerce, Scientific Papers of Silesian University of Technology. Organization and Management Series.
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Published
2023-05-23
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- 2024-05-22 (2)
- 2023-05-23 (1)
How to Cite
Walasik, M. ., & Mizerska, P. (2023). Marketing activities effectiveness measurement: The case of a research organisation in Poland. Studies and Work of the Collegium of Management and Finance , (188), 83–100. https://doi.org/10.33119/SIP.2023.188.5
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