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PROBLEMS OF MODERN ECONOMICS, N 2 (34), 2010
PROBLEMS OF MARKETING. LOGISTICS
Bagiev G. L.
Head of the Chair of Marketing, St. Petersburg State University of Economy and Finances,
PhD (Economics), Professor, Distinguished scholar of the Russian Federation

Shul’ga A. O.
Senior lecturer, Chair of Marketing, St. Petersburg State University of Economy and Finances

Concept of marketing of interaction: measuring and evaluation of effectiveness (Russia, St.Petersburg)
The article focuses on conceptual foundations of the formation of the metrics of key characteristics of the marketing activity results and methods of their measuring. The authors discuss areas of economic measuring of marketing metrics that should be used in the process of economic evaluation of marketing activities
Key words: marketing of interaction, economic measurements, metrics of marketing activity, economic effectiveness



Литература
1. Багиев Г.Л. Экономика маркетинга. — СПб.: Изд-во СПбГУЭФ, 2007.
2. Шульга А.О., Багиев Г.Л. К вопросу соизмерения затрат и их результатов в маркетинговой деятельности. — Маркетинг и менеджмент в условиях глобализации бизнес-коммуникаций. Сборник материалов международного симпозиума (Бернбург, 21-22 апреля 2009 года) / Науч. ред. Г.Л. Багиев. — СПб.: Изд-во СПбГУЭФ, 2009.
3. Захарченко Н.Н. Экономические измерения: теория и методы. — СПб.: Изд-во СПбГУЭФ, 1993.
4. Когут А.Е. Экономическая метрология. — Л.: Наука, 1990.
5. Амблер Тим. Маркетинг и финансовый результат. Пер. с англ. — М.: Финансы и статистика, 2003.
6. Котлер Ф. Маркетинг — менеджмент. — СПб.: Питер, 2007.

Article in russian

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