Efficiency in Marketing Communications – Overview and Distinctions

Alexander Christov
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Alexander Christov: University of National and World Economy, Sofia, Bulgaria

Ikonomiceski i Sotsialni Alternativi, 2020, issue 3, 140-148

Abstract: The article presents an overview as well as a topical aspect in the field of research and understanding of efficiency in marketing communications – focusing on the benefits, including the financial results for the com­pany, and all related distinctions. A thesis is supported that a distinction between econom­ic and non-economic efficiency in marketing communications is a good basis for better understanding of immediate and potential re­sults and – based on this – for selection and development of the metrics. Both types could have an immediate or delayed contribution to the company’s financial results.

Keywords: efficiency; marketing communications; advertising; PR; economic efficiency; non-economic efficiency (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:iisabg:y:2020:i:3:p:140-148

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