ANALIZA EFICIENTEI ACTIUNILOR PROMOTIONALE
THE ANALYSIS OF THE EFFICIENCY OF PROMOTIONAL ACTIONS

Summary/Abstract: One of the most difficult problems for marketing communication managers is determining whether they met their objectives. To measure the effectiveness of the marketing communication planning process, managers should ask four related questions: What should be test? Should we test? When should be test? How should we test? The article presents these steps and the further action to follow for a well-done process.

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