THE EFFICIENCY OF MARKETING EXPENSES: APPROACHES TO ASSESSMENT

Boris V. Musatov ()
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Boris V. Musatov: Plekhanov Russian University of Economics

Annals of marketing-mba, 2019, vol. 3

Abstract: The improvement of marketing activities should lead to an increase in the cost effectiveness of it. Planning marketing costs and analyzing their impact is a very difficult task. In theory and practice, there are different methods of solving it. This article discusses possible approaches to determining marketing costs and calculating their economic efficiency.

Keywords: marketing costs; marketing effect; marketing efficiency; effectiveness of marketing decisions. (search for similar items in EconPapers)
JEL-codes: A1 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v3_7_19

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