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Challenges in Measuring the Efficiency of Marketing Effort


Sergey Kazakov
(about the author)

Kazakov Sergey Petrovich –

Published in:
Russian Journal of Entrepreneurship
– № 8-1 / August, 2011



Keywords: efficiency, marketing, marketing metrics, performance


Citation:
Sergey Kazakov (2011). Challenges in Measuring the Efficiency of Marketing Effort. Russian Journal of Entrepreneurship, 12(8), 94-100. — url: http://bgscience.ru/com/lib/3070


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Abstract:

The article considers and summarizes the existing approaches to measuring efficiency of marketing and proves the need for their combined use by Russian companies in the post-crisis conditions.







References:
1. Doyl P. Marketing, orientirovannyy na stoimost. – SPb: Piter, 2001. – 760 s.
2. Venkatesan R. & V. Kumar V. A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy. Journal of Marketing. 68 (4). 2004.