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PROBLEMS OF MODERN ECONOMICS, N 1 (37), 2011
PROBLEMS OF MARKETING. LOGISTICS
Karasik I. M.
PhD student, Chair of Marketing, St. Petersburg State University of Economy and Finances

Some approaches to evaluation of effectiveness of integrated marketing communications (Russia, St. Petersburg)
The article discusses approaches to the evaluation of effectiveness of integrated marketing communications, presents factor models based on this evaluation, and offers a matrix for expert evaluation of the degree of integration of marketing communication means
Key words: integrated marketing communications, evaluation of effectiveness of integrated marketing communications, communicative mix, synergetic aspect



Литература
1. Карасик И.М. Сущность интегрированных маркетинговых коммуникаций // Сборник докладов кафедры маркетинга СПбГУЭиФ за март-апрель 2010 г. Ч1. — СПб., 2010.
2. Prasad A. Naik, Kalyan Raman Understanding the Impact of Synergy in Multimedia Communications Journal of Marketing Research Vol. XL (November 2003). Р. 375–388.
3. Bucklin, Randolph E. and Sunil Gupta (1999), “Commercial Use of UPC Scanner Data: Industry and Academic Perspectives,”Marketing Science, 18 (3). — Р. 247–273.
4. Tellis, G.J. (1989). Interpreting advertising and price elasticities // Journal of Advertising Research, 29(4), Р.40–43.

Article in russian

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