{"title":"Efficiency in Marketing Communications – Overview and Distinctions","authors":"","doi":"10.37075/isa.2020.3.11","DOIUrl":null,"url":null,"abstract":"The article presents an overview as well as a topical aspect in the field of research and understanding of efficiency in marketing communications – focusing on the benefits, including the financial results for the company, and all related distinctions. A thesis is supported that a distinction between economic and non-economic efficiency in marketing communications is a good basis for better understanding of immediate and potential results and – based on this – for selection and development of the metrics. Both types could have an immediate or delayed contribution to the company’s financial results.","PeriodicalId":435790,"journal":{"name":"Economic and social alternatives","volume":"35 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Economic and social alternatives","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.37075/isa.2020.3.11","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
The article presents an overview as well as a topical aspect in the field of research and understanding of efficiency in marketing communications – focusing on the benefits, including the financial results for the company, and all related distinctions. A thesis is supported that a distinction between economic and non-economic efficiency in marketing communications is a good basis for better understanding of immediate and potential results and – based on this – for selection and development of the metrics. Both types could have an immediate or delayed contribution to the company’s financial results.
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