Abstract:

In last decades, marketing effectiveness becomes more important part of corporate system of performance. It is caused mainly by rapid changes of market environment and global crisis, which create for companies various opportunities with condition of efficiency.The purpose of this paper is to find metric classification from reviewed studies which organization use to measuring own marketing activities, focused on performance. The paper presents advance in useable metrics, especially financial and non-financial metrics. Selected studies, focusing on different branches and different metrics, were analyzed by the author. The results of the study are describing relevant classification of metrics to prove efficiency in varied types of organizations in connection with marketing effectiveness. The studies also outline the potential methods for further research focusing on the application of metrics in a diverse environment.