Methodological approach to quantative estimation of marketing activity

Abstract

Any activity of organization means cost incurring with the following benefit derivation. The same is marketing. It can be classified 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 classification marketing costs can be viewed as investments and efficiency of each group can be quantitatively measured. At the same time structure analysis of the marketing budget in a whole provides an effective tool to coordinate marketing activities and strategic organizational goals.