The Use of Marketing Indicators in Poland — Towards Evidence-Based Management

Kozielski Robert () and Wilczewska Donata ()
Additional contact information
Kozielski Robert: Department of Strategy and Value Based Management, Faculty of Management, University of Lodz, Matejki Street 22/26, 90-237 Lodz, Poland
Wilczewska Donata: questus, The Chartered Institute of Marketing, Organizacji WiN Street 83/7, 91-811 Lodz, Poland

Marketing of Scientific and Research Organizations, 2023, vol. 47, issue 1, 1-16

Abstract: The growing trend of evidence-based management (EBM) in recent years is rooted in praxeology, but also in the concept of evidence-based practice (EBP). This concept is based on the belief that all decisions and actions should be based on the most current and best available knowledge, including knowledge and information derived from research. This is particularly true for marketing decisions. The primary medium of information in marketing is marketing metrics. Their extensive use enables making effective decisions. The purpose of the article is to identify the scope of usage of marketing metrics on the Polish market as part of an EBM approach. The paper is based on the survey conducted on a sample of 89 marketing managers in November 2022 among participants and graduates of The Chartered Institute of Marketing (CIM) programmes. The findings indicate a fairly wide range of indicators used and their balanced nature, with a slight predominance of strategic and financial indicators and an increase in the importance of online metrics at the same time.

Keywords: marketing metrics; evidence-based management; effectiveness of marketing; Wskaźniki marketingowe; zarządzanie oparte na dowodach; skuteczność marketingu (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/minib-2023-0001 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:47:y:2023:i:1:p:1-16:n:2

DOI: 10.2478/minib-2023-0001

Access Statistics for this article

Marketing of Scientific and Research Organizations is currently edited by Witold Wiśniowski

More articles in Marketing of Scientific and Research Organizations from Sciendo
Bibliographic data for series maintained by Peter Golla ().