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Istota controllingu marketingowego w przedsiębiorstwie

100%

Dziedzic D. , Jaśkowiec M.

nr 5

7-15

Ważną rolę w działalności przedsiębiorstwa może odgrywać controlling marketingowy, jako narzędzie koordynacji i kontroli zarządzania. W związku z tym omówiono cele i funkcje controllingu marketingowego oraz jego elementy, do których należą: cel, zakres, metody, aplikacyjność, uwarunkowania. Szczegółowo opisano także pomiar efektywności i skuteczności działań marketingowych.

The essence of the marketing controlling in the enterprise The issue of the article is marketing controlling for the measurement of marketing efforts in the enterprise. Marketing controlling is an organization management system focused on achieving results and profit. It's implemented through planning, controlling and management. Measuring marketing efforts and their results is key element and a part of interest of a growing number of companies. Assessment and tools used to measure the effectiveness of marketing tools in a company is associated with systematic and orderly measurements of the marketing strategy. For the measurements we use many marketing indicators that are described and explained in the article. (original abstract)

Innovations in last mile logistics - analysis of customer satisfaction with the service of delivery logistics operators using parcel machines

80%

Brzozowska M. , Dziedzic D. , Kolasińska-Morawska K.

tom Vol. 19, no. 3

411--422

Background: The last decade of socio-economic and technological changes has brought a number of transformations in many areas. Digitization results in the transformation of an organization’s business activities. Enterprises and customers have appreciated the digital world, but online transactions are not everything. It is also important to complete the transaction, which requires physical support. The CEP industry, especially its innovative solutions in the form of parcel machines, greatly assists with the demand. The aim of the article is to indicate the gradation of the significance of the components of satisfaction with the service of logistics of deliveries at the last mile stage using innovative solutions such as parcel machines on the perception and competitive position of enterprises from the CEP industry. Methods: The information base consists of secondary and primary sources. The article uses mixed methods in the application of a parallel triangulation strategy: qualitative analysis of the existing publications, participant observation, and a nomothetic study based on the CAWI Internet survey using the Servqual methodology to assess the quality of logistics customer service. Results: The collected material became the basis for identifying the possibilities of using the potential of customer experience for the development of enterprises, based on the structure of the signpost of the gradation of satisfaction components in the technologization of last mile deliveries in the future. The suggestions proposed by the authors can be used by scientists and managers of enterprises in the CEP industry to redefine business models based on the technology of the logistic customer service process, which should serve to increase the level of customer satisfaction. Conclusions: The analysis of the material leads to the conclusion that the technology of customer service at the last mile stage may be insufficient in and of itself. Positive adoption, signified by the customer's satisfaction with the value obtained, is still required, i.e., "good service delivery". Such a holistic approach to technological innovation can be the key asset in the fight for customers on the CEP market.