| Autor: Grażyna Klamecka-Roszkowska | 405 |
Strony: 405-413
pełen tekst
COSTS IN THE ASSESSMENT OF MARKETING ACTIVITIES
Summary
Assessment of the effectiveness of marketing activities requires a coherent concept of both recorded cost separation and developing a set of analytical measurements for quantifying marketing activity. It is necessary for the analyzed categories of cost and effect to represent the same level of disaggregation. In economic practice, a holistic approach, which concentrates on end goals, often dominates in understanding the effects, while costs are analyzed in great detail.
The article describes selected marketing effectiveness markers, which make use of, on the expense side, categories of costs of market research and forming an integrated set of marketing instruments. It also indicates their practical usefulness for management.
pełen tekstCOSTS IN THE ASSESSMENT OF MARKETING ACTIVITIES
Summary
Assessment of the effectiveness of marketing activities requires a coherent concept of both recorded cost separation and developing a set of analytical measurements for quantifying marketing activity. It is necessary for the analyzed categories of cost and effect to represent the same level of disaggregation. In economic practice, a holistic approach, which concentrates on end goals, often dominates in understanding the effects, while costs are analyzed in great detail.
The article describes selected marketing effectiveness markers, which make use of, on the expense side, categories of costs of market research and forming an integrated set of marketing instruments. It also indicates their practical usefulness for management.