•  11
    Assessment of efficiency and effectiveness of digital marketing communications
    with V. P. Semenov and A. G. Budrin
    Дискурс 5 (1): 36-43. 2019.
    Conceptual issues of measuring the efficiency and effectiveness of digital marketing communications are considered. The interrelation between digital marketing communications tools and business goals, marketing and communication goals of an organization is studied. The classification of efficiency and effectiveness indicators of digital marketing communications depending on the stage of the consumer's decision-making process is shown. The procedure of data collection is explained and general rul…Read more
  • Making marketing decisions in quasiintegrating business organizations based on using economic analysis methods
    with V. P. Semenov, A. G. Budrin, and M. G. Emtsova
    Дискурс 2 36-43. 2017.
    The article deals with the conceptual issues of making complex economic analysis of marketing activity in quasiintegration. The article brings forward rules and algorithm of this analysis, determine aim, subject and object of this analysis. Issues of economic analysis of marketing expenses and results, processes of marketing activities in quasiintegration are being considered.
  • Conception of complex economic analysis of marketing activities in a company
    with V. P. Semenov, A. G. Budrin, and M. M. Zonis
    Дискурс 2 57-67. 2016.
    The article deals with an idea of complex economic analysis of marketing activities in a company. The article brings forward principles of economic analysis, determines the aim, subject and object of the analysis. Issues of economic analysis of marketing expenses, marketing results and marketing processes in a company are examined.