Икономическа и неикономическа ефективност в маркетинговите комуникации: теория и практика
Economic and Non-Economic Efficiency of Marketing Communications: Theory and Practice

Author(s): Alexander Hristov
Subject(s): Social Sciences, Economy, Business Economy / Management, Communication studies, Theory of Communication, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: efficiency; marketing communications; economic efficiency; non-economic efficiency
Summary/Abstract: The article presents a relatively new direction, related to the understanding of the efficiency of marketing communications – the distinction between economic and non-economic efficiency. A thesis is supported, that discussions whether these activities should lead to sales or achieve other results do not have strong base, because the main point in these cases is the purchase that can be even postponed for the future. In this sense, measurement of the effectiveness in practice is important to be done based on indicators related both to economic and non-economic results.

• Details
• Contents