Experience of application of optimization and applied econometric models in the practice of analysis of enterprise’ marketing communications management efficiency

Abstract

The article deals with theoretical and methodological provisions and proposes practical recommendations for the formation of a complex of economic-mathematical models of management of the system of marketing communications of the enterprise. The analysis of existing approaches to the decision of the task of estimation and analysis of the efficiency of management of the system of marketing communications of the enterprise is carried out. The basic concepts, structure and tasks of management of the system of marketing communications are determined. On the basis of the developed system of indicators for assessing the effectiveness of marketing communication process management, the effectiveness of management of marketing communications is analyzed. The dynamics of the influence of investment in the channels of marketing communications on the result indicators of the enterprise activity is analyzed. Practical application of the developed approach allowed to determine the amount of the underreceived economic effect from investing in marketing communications both for each individual project and in their totality.