This chapter describes the measures of marketing activities which refer to strategic aspects and testify a company’s market position – the measures of the performance of target groups and competitive advantage. Readers’ attention should be also focused on the indices that are less popular in Poland and, therefore, may be underestimated. It seems that some of them, for example, the index of marketing resources allocation and the marketing risk index, provide a lot of valuable information and, at the same time, make it possible to show the value of marketing investments. Their wider use in the near future is only a matter of time.
Kozielski, R., Dziekoński, M., Pogorzelski, J. and Urbanek, G. (2017), "Measuring Market Strategy Results", Kozielski, R. (Ed.) Mastering Market Analytics, Emerald Publishing Limited, Bingley, pp. 23-111. https://doi.org/10.1108/978-1-78714-835-220171002
Emerald Publishing Limited
Copyright © 2018 Emerald Publishing Limited