Synthetic Organizational Evaluation. Emotional, Behavioural and Financial Effects of Marketing Activities in Effectiveness and Efficiency Evaluation - Kowal, Witold (Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, 2015)
This publication is the outcome of the research project called ‘Emotional, Behavioral and Financial Effects of Marketing Activities in the Synthetic Organizational Evaluation’ (2012/05/B/HS4/02414), financed by the National Science Centre in Kraków. The aim of the study was to determine the role of a number of different marketing and financial effects in evaluating a firm.
Keywords: economic assessments; organizational effectiveness; economic efficiency; marketing performance; marketing productivity