Models of marketing communication costs effectiveness evaluation

Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/13267

Title:	Models of marketing communication costs effectiveness evaluation
Authors:	Pilko, Andriy Trukhym, Liliia Пілько, Андрій Дмитрович
Keywords:	marketing communications; model; efficiency; costs
Issue Date:	2021
Publisher:	Cognum Publishing House, London
Citation:	Pilko Andriy, Trukhym Liliia. Models of marketing communication costs effectiveness evaluation. The 9th International scientific and practical conference “The world of science and innovation” (April 7-9, 2021) Cognum Publishing House, London, United Kingdom. 2021. 794 p., P.100 – 112.
Abstract:	The article considers the main approaches to the interpretation and evaluation of the effectiveness of cost management of marketing communications. The main factors that can determine the effectiveness of management of the marketing communications system of the enterprise were identified. The system of indicators of estimation and the analysis of efficiency of management of marketing communication process of the enterprise was formed. A comparative analysis of the results of the application of three alternative approaches to the problem of the marketing communications cost effectiveness solution were provided.
URI:	http://hdl.handle.net/123456789/13267
Appears in Collections:	Статті та тези (ЕФ)

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