Anton BeskhodarnyyPublished in:
Russian Journal of Entrepreneurship
– № 3-1 / March, 2011



Keywords: comprehensiveanalysis of activities, marketing budget, marketing effectiveness, strategy of organization


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Abstract:

Every top manager seeks to understand whether the company’s marketing meets the objectives and the prevailing market situation. In other words, whether its cost is proportional to the results? According to the author, the problem is not easy, because the analysis of marketing costs involves a comprehensive overview of different areas of marketing activity in terms of their effectiveness, adjusted with the account of the company’s strategic position in the market. Read more about it in the article.

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