Эффективность продвижения бренда в процессе международной маркетинговой коммуникации

Сенькова Ирина Владимировна
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Сенькова Ирина Владимировна: СПбГУ

Vestnik of the St. Petersburg University. Series 5. Economics Вестник Санкт-Петербургского университета. Серия 5. Экономика, 2006, issue 4, 168-171

Abstract: Modern tendencies of the world economy development testify that such marketing activity of the company as product promotion at the market obtain the increasing value in the fight for consumers attention. In the article, the definition of promotion complex efficiency is suggested; also methods of estimation of return on sales and the brand value are provided. The analysis of the key trends of the world advertising and consumer markets allows characterizing major benefits and drawbacks of the global promotion policy and making a conclusion concerning the efficiency of implementation of marketing communication at the international level.

Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:scn:003571:14716038

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