IKBFU's Vestnik

2014 Issue №3

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The layered approach to assessing marketing effectiveness

Pages
84-89

Abstract

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 region. The article presents the authors’ layered system of models of development of an information base for assessing marketing effectiveness.

Reference

1. Jeffery M. Data-driven marketing: the 15 metrics everyone in marketing should know. John Wiley and Sons Inc., 2010.
2. Нортон Д., Каплан Р. Сбалансированная система показателей. От стратегии к действию. М., 2010.