Metody kauzální analýzy pro měření efektivity podpory prodeje
Title in English: Methods of causal analysis for measuring the sales support efficiency. In recent years, company costs associated with sales promotion activities have continued to rise in developed economies, and yet many studies show that such sales promotion activities are very often unprofitable, a...
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| Κύριος συγγραφέας: | |
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| Μορφή: | Online |
| Γλώσσα: | Τσεχικά |
| Έκδοση: |
Masaryk University Press
2022
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| Θέματα: | |
| Διαθέσιμο Online: | ONIX_20220401_9788021099401_53 |
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| _version_ | 1869515719290388480 |
|---|---|
| author | Králová, Maria |
| author_browse | Králová, Maria |
| author_facet | Králová, Maria |
| author_sort | Králová, Maria |
| collection | Directory of Open Access Books |
| description | Title in English: Methods of causal analysis for measuring the sales support efficiency. In recent years, company costs associated with sales promotion activities have continued to rise in developed economies, and yet many studies show that such sales promotion activities are very often unprofitable, and in many cases even result in losses. One cause of this undesirable phenomenon may be inadequate analytical tools. The use of adequate analytical tools would make it possible to reliably measure the effectiveness of sales promotion activities. The most commonly used analytical tools often lead to biases when estimating the effectiveness of promotion activities. This is because these tools cannot take into account a number of factors which change over time, may affect the profitability indicators and are not controlled when performing an estimate with the common tools. The monograph offers a new approach to estimating baseline sales (i.e. the sales figures as they would be if sales promotion activity had not taken place) using causal analysis methods. The suggested approach removes the bias of an estimator resulting from the change of factors over time, while at the same time it is simple enough to be implemented in common business practice. The monograph also presents the methods of causal analysis. Despite their potential to successfully deal with a number of marketing and management issues, these methods are rarely used, either in the Czech Republic or internationally. |
| format | Online |
| id | doab-20.500.12854ir-80550 |
| institution | Directory of Open Access Books |
| language | cze |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | Masaryk University Press |
| publisherStr | Masaryk University Press |
| record_format | ojs |
| spelling | doab-20.500.12854ir-805502024-03-30T12:53:23Z Metody kauzální analýzy pro měření efektivity podpory prodeje Králová, Maria causal analysis propensity scores sales promotion baseline sales thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing Title in English: Methods of causal analysis for measuring the sales support efficiency. In recent years, company costs associated with sales promotion activities have continued to rise in developed economies, and yet many studies show that such sales promotion activities are very often unprofitable, and in many cases even result in losses. One cause of this undesirable phenomenon may be inadequate analytical tools. The use of adequate analytical tools would make it possible to reliably measure the effectiveness of sales promotion activities. The most commonly used analytical tools often lead to biases when estimating the effectiveness of promotion activities. This is because these tools cannot take into account a number of factors which change over time, may affect the profitability indicators and are not controlled when performing an estimate with the common tools. The monograph offers a new approach to estimating baseline sales (i.e. the sales figures as they would be if sales promotion activity had not taken place) using causal analysis methods. The suggested approach removes the bias of an estimator resulting from the change of factors over time, while at the same time it is simple enough to be implemented in common business practice. The monograph also presents the methods of causal analysis. Despite their potential to successfully deal with a number of marketing and management issues, these methods are rarely used, either in the Czech Republic or internationally. 2022-04-01T12:48:46Z 2022-04-01T12:48:46Z 2021 book ONIX_20220401_9788021099401_53 9788021099401 9788021099395 https://directory.doabooks.org/handle/20.500.12854/80550 cze image/jpeg Attribution-NonCommercial 4.0 International https://munispace.muni.cz/library/catalog/download/2110/5847/3242-1 Masaryk University Press Masaryk University 10.5817/CZ.MUNI.M210-9940-2021 Title in English: Methods of causal analysis for measuring the sales support efficiency. In recent years, company costs associated with sales promotion activities have continued to rise in developed economies, and yet many studies show that such sales promotion activities are very often unprofitable, and in many cases even result in losses. One cause of this undesirable phenomenon may be inadequate analytical tools. The use of adequate analytical tools would make it possible to reliably measure the effectiveness of sales promotion activities. The most commonly used analytical tools often lead to biases when estimating the effectiveness of promotion activities. This is because these tools cannot take into account a number of factors which change over time, may affect the profitability indicators and are not controlled when performing an estimate with the common tools. The monograph offers a new approach to estimating baseline sales (i.e. the sales figures as they would be if sales promotion activity had not taken place) using causal analysis methods. The suggested approach removes the bias of an estimator resulting from the change of factors over time, while at the same time it is simple enough to be implemented in common business practice. The monograph also presents the methods of causal analysis. Despite their potential to successfully deal with a number of marketing and management issues, these methods are rarely used, either in the Czech Republic or internationally. 10.5817/CZ.MUNI.M210-9940-2021 82b3cf0f-24e2-456e-bac8-74f7c6371e02 9788021099401 9788021099395 Masaryk University 172 open access |
| spellingShingle | causal analysis propensity scores sales promotion baseline sales thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing Králová, Maria Metody kauzální analýzy pro měření efektivity podpory prodeje |
| title | Metody kauzální analýzy pro měření efektivity podpory prodeje |
| title_full | Metody kauzální analýzy pro měření efektivity podpory prodeje |
| title_fullStr | Metody kauzální analýzy pro měření efektivity podpory prodeje |
| title_full_unstemmed | Metody kauzální analýzy pro měření efektivity podpory prodeje |
| title_short | Metody kauzální analýzy pro měření efektivity podpory prodeje |
| title_sort | metody kauzalni analyzy pro mereni efektivity podpory prodeje |
| topic | causal analysis propensity scores sales promotion baseline sales thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing |
| topic_facet | causal analysis propensity scores sales promotion baseline sales thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing |
| url | ONIX_20220401_9788021099401_53 |
| work_keys_str_mv | AT kralovamaria metodykauzalnianalyzypromereniefektivitypodporyprodeje |