Pomiar efektywności działań marketingowych na przykładzie organizacji badawczej w Polsce
Marketing activities effectiveness measurement: The case of a research organisation in Poland

Summary/Abstract: 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 na- ture 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 indi- cators, 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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