The layered approach to assessing marketing effectiveness
In the framework of the research problem of increasing the effectiveness of marketing activities, the authors describe a layered approach to assessing marketing effectiveness with the use of a balanced scorecard system, as well as the results of its practical application in the case of large industrial enterprises of the Kaliningrad ...
The institutional concept of territory marketing management
This article analyses the institutional concept of territory marketing. The authors suggest considering institutional environment as the key factor of territory management and the minimization of the transaction costs as the objective of territory management. The authors substantiate the cybernetic and synergetic ...
