Marketing Effectiveness Of Small Firms Investments

Svilen Ivanov

Business & Management Compass, 2014, issue 2, 42-52

Abstract: Marketing efficiency acquires ever-increasing importance, both for the scientific community, and in the practice. At the corporate level there have - in theoretical plan - been developed and are applied a multitude of metrics for its assessment. The question whether these metrics are applicable and whether they are used in the activity of companies possessing scarce resources, has not yet been studied thoroughly. The main aim of this article is to ascertain within a particular market whether or not small businesses apply in their practice the developed metrics for assessment of the marketing efficiency of their investments.

Keywords: marketing efficiency; marketing efficiency of investments; marketing intangible assets; small businesses (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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