Metody kauzální analýzy pro měření efektivity podpory prodeje

Maria Králová
Anotace

Náklady společností na aktivity spojené s podporou prodeje jsou v rozvinutých ekonomikách čím dál vyšší, přitom ale z mnoha studií plyne, že mnohé aktivity na podporu prodeje generují zanedbatelný, žádný, nebo dokonce záporný zisk. Jednou z možných příčin tohoto nežádoucího jevu jsou nedostatečné analytické nástroje, které by umožňovaly efektivitu aktivit na podporu prodeje spolehlivě měřit. Běžně používané nástroje vedou k potencionálně vychýleným odhadům efektu podpůrných aktivit, a to kvůli nezohledněnému vlivu mnoha faktorů, které se v čase mění, mohou ovlivňovat ukazatele ziskovosti a nejsou při odhadování pod kontrolou. V monografii je představen nový přístup k odhadování základních tržeb (tedy tržeb, jaké by byly, kdyby se akce na podporu prodeje nekonala) pomocí metod kauzální analýzy. Tento přístup odstraňuje vychýlení odhadů z důvodu v čase se měnících faktorů, přitom stále zůstává dostatečně jednoduchý na to, aby mohl být implementován do běžné firemní praxe. V monografii jsou dále představeny metody kauzální analýzy, které mohou řešit mnohé problémy z oblasti marketingu a managementu, a přesto se v těchto oblastech jak v českém, tak i světovém kontextu téměř nepoužívají.

Více informací

E-kniha (PDF)

ISBN-13 978-80-210-9940-1
Počet stran 172
Rok vydání 2021
Pořadí vydání 1., elektronické
doi https://doi.org/10.5817/CZ.MUNI.M210-9940-2021

Brožovaná vazba

ISBN-13 978-80-210-9939-5
Formát 167 mm×240 mm
Počet stran 172
Rok vydání 2021
Pořadí vydání 1.

Obecné informace

Klíčová slova kauzální analýza , propenzitní skóry , podpora prodeje , základní tržby
Jazyky Čeština
Reference

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