Indicadores Chave de Desempenho em Marketing

• Domingues, Ricardo ^[1] ; Pedrosa, Isabel ^[1] ; Bernardino, Jorge ^[1]
  1. [1] Instituto Politécnico de Coimbra

     Instituto Politécnico de Coimbra

     Coimbra (Sé Nova), Portugal

     
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 35, 2020, págs. 128-140
• Idioma: portugués
• Texto completo no disponible (Saber más ...)
• Resumen

  • In the area of Marketing, there are few proposals for KPIs for performance evaluation, making it difficult to manage a Marketing department. [...]it is important to show the importance of using KPIs in this area and to propose KPIs that can be sufficiently generic. [...]the objectives of this article to show the need to use KPIs in Marketing, and to propose and evaluate KPIs.