Management model of marketing efficiency measurement

Abstract

Any activity of organization means cost incurring with the following benefi t derivation. The same is marketing. It can be classifi ed with different marketing activities into different group of costs, such as strategic expenses, brand expenses, processes, competence and product improvements, as well as operational marketing activities. With this classifi cation marketing costs can be viewed as investments and effi - ciency of each group can be quantitatively measured. After that these calculations could be fi ltered with the strategy analysis, comparing it with the standard values accorded to each type of strategy.