Managing of marketing performance and effectiveness based on value
Автор: Aminova Aziza N.
Журнал: Вестник факультета управления СПбГЭУ @vfu-spgeu
Статья в выпуске: 1-1, 2017 года.
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The article is devoted to the issues of management the performance and the effectiveness of marketing. The research is based on the idea of maximizing the company''s shareholder value and the concept of a balanced scorecard. The problem of isolating the direct contribution that marketing brings to the company.
Estimation of marketing quality, effectiveness, balanced scorecard, shareholder value analysis, performance
Короткий адрес: https://sciup.org/148319318
IDR: 148319318
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