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dc.rights.licenseKūrybinių bendrijų licencija / Creative Commons licenceen_US
dc.contributor.authorSkačkauskienė, Ilona
dc.contributor.authorNekrošienė, Julija
dc.date.accessioned2024-08-08T13:01:45Z
dc.date.available2024-08-08T13:01:45Z
dc.date.issued2022
dc.date.submitted2022-02-19
dc.identifier.isbn9786094762888en_US
dc.identifier.issn2029-4441en_US
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/154694
dc.description.abstractThe importance of marketing effectiveness evaluation and its impact on businesses is the core discussion in this article. After reviewing scientific articles on marketing effectiveness topics, the lack of a unified approach for marketing effectiveness evaluation was determined. In order to measure marketing effectiveness, it is important to set the specific goals and objectives for particular marketing activity, as well as select for evaluation the appropriate measurement methods and metrics. The selected evaluation system has to contribute to the company’s marketing strategy and the achievement of the overall business goals. It leads businesses to effective marketing strategies and gain better results on marketing investments. Bibliometric analysis of scientific literature provides the overview significant scientific sources, such as the latest relevant articles, leading authors, contributing countries and journals with publications on marketing effectiveness evaluation field, as well most significant keywords for future analysis.en_US
dc.format.extent7 p.en_US
dc.format.mediumTekstas / Texten_US
dc.language.isoenen_US
dc.relation.urihttps://etalpykla.vilniustech.lt/handle/123456789/154478en_US
dc.rightsAttribution 4.0 Internationalen_US
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en_US
dc.source.urihttps://bm.vgtu.lt/index.php/verslas/2022/paper/view/836en_US
dc.subjectMarketing effectiveness evaluationen_US
dc.subjectmarketing effectivenessen_US
dc.subjectbibliometric analysisen_US
dc.titleMarketing effectiveness evaluation possibilities and challenges for business: a bibliometric analysisen_US
dc.typeKonferencijos publikacija / Conference paperen_US
dcterms.accessRightsLaisvai prieinamas / Openly availableen_US
dcterms.accrualMethodRankinis pateikimas / Manual submissionen_US
dcterms.alternativeNew perspectives on management and resilience of business organisationsen_US
dcterms.dateAccepted2022-03-31
dcterms.issued2022-05-13
dcterms.licenseCC BYen_US
dcterms.references31en_US
dc.description.versionTaip / Yesen_US
dc.contributor.institutionVilniaus Gedimino technikos universitetasen_US
dc.contributor.institutionVilnius Gediminas Technical Universityen_US
dc.contributor.facultyVerslo vadybos fakultetas / Faculty of Business Managementen_US
dc.contributor.departmentVadybos katedra / Department of Managementen_US
dcterms.sourcetitle12th International Scientific Conference “Business and Management 2022”en_US
dc.identifier.eisbn9786094762895en_US
dc.identifier.eissn2029-929Xen_US
dc.publisher.nameVilnius Gediminas Technical Universityen_US
dc.publisher.nameVilniaus Gedimino technikos universitetasen_US
dc.publisher.countryLithuaniaen_US
dc.publisher.countryLietuvaen_US
dc.publisher.cityVilniusen_US
dc.identifier.doihttps://doi.org/10.3846/bm.2022.836en_US


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Kūrybinių bendrijų licencija / Creative Commons licence
Except where otherwise noted, this item's license is described as Kūrybinių bendrijų licencija / Creative Commons licence