Year: 2025
Type: conference-paper
Abstract: The paper examines the financial planning of marketing activities in industrial enterprises, focusing on key strategies for optimizing resource allocation, monitoring investments, and evaluating marketing effectiveness.The research adopts a mixed-methods approach, combining a comprehensive literature review with a detailed questionnaire survey.The study involved 61 Slovak industrial enterprises of varying sizes, categorized into small, medium, and large companies.The questionnaire covered topics such as investment levels, preferred marketing tools, and factors influencing resource allocation decisions.Key findings reveal that most companies invest between €10,000 and €50,000 annually in marketing, with digital marketing and social media being the most prominent tools.The economic situation and competitive environment were identified as primary factors in resource allocation.Tools like Google Analytics and Facebook Insights emerged as the most commonly used metrics for measuring campaign success.The study provides actionable recommendations for enhancing financial planning practices, emphasizing the importance of digital strategies and data-driven decision-making in competitive industrial markets.
Author: Veronika Johanesová
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W4408461896