Ве молиме користете го овој идентификатор да го цитирате или поврзете овој запис: http://hdl.handle.net/20.500.12188/9709
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dc.contributor.authorMelovic, Bobanen_US
dc.contributor.authorVukcevic, Milicaen_US
dc.contributor.authorCirovic, Draganaen_US
dc.date.accessioned2020-12-09T20:38:54Z-
dc.date.available2020-12-09T20:38:54Z-
dc.date.issued2020-11-14-
dc.identifier.urihttp://hdl.handle.net/20.500.12188/9709-
dc.description.abstractModern business conditions impose the need for more precise measurement of companies' marketing performance. Quantitative knowledge, which are necessary for decision makers are partially obtained based on the results of marketing metrics which greatly facilitate the decision-making process. Thus, the subject of the research in this paper is the degree of knowledge and application of marketing metrics in Montenegrin companies, but also the importance that managers give to them when making business decisions. The research was conducted on a sample of 65 companies which operate in Montenegro, and it included a set of financial and non-financial marketing metrics. The results show that managers in Montenegro are pretty familiar with marketing metrics and consider them important for business decision making. However, the level of their implementation is not at a satisfactory one due to the lack of specific knowledge required for their adequate applicationen_US
dc.language.isoenen_US
dc.publisherFaculty of Economics-Skopje, SS. Cyril and Methodius University in Skopjeen_US
dc.subjectFinancial metricsen_US
dc.subjectNonfinancial metricsen_US
dc.subjectMarketingen_US
dc.subjectMontenegroen_US
dc.titleMARKETING METRICS: KNOWLEDGE AND IMPLEMENTATION BY MANAGERS IN MONTENEGROen_US
dc.typeProceeding articleen_US
dc.relation.conference1st international scientific conference "Economic and Business Trends Shaping the Future"en_US
dc.identifier.doihttp://doi.org/10.47063/EBTSF.2020.0039-
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item.grantfulltextopen-
Appears in Collections:Conference Proceedings: Economic and Business Trends Shaping the Future
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