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Открытое образование (Москва)
Article . 2009
Data sources: CyberLeninka - Russian open access scientific library
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Применение информационных систем для решения задач управления эффективностью маркетинга

descriptionPublicationkeyboard_double_arrow_right Article 01 Jan 2009 Russian Publisher:Федеральное государственное бюджетное образовательное учреждение высшего образования «Российский экономический университет имени Г.В. Плеханова»Journal:Открытое образование (issn: 1818-4243, eissn: 2079-5939, Copyright policy )

Применение информационных систем для решения задач управления эффективностью маркетинга

Abstract

В статье рассмотрены предпосылки возникновения и особенности концепции управления эффективностью маркетинга (Marketing Performance Management). Система управления эффективностью маркетинга рассматривается как целостная многоуровневая система. Предложен подход к управлению эффективностью маркетинга компании с помощью интегрированных информационных систем.The article looks at the causes and characteristics of Marketing Performance Management conception. Marketing Performance Management system is considered as a sound multileveled system. The method of using integrated informational systems to manage marketing performance is offered.

Keywords

УПРАВЛЕНИЕ ЭФФЕКТИВНОСТЬЮ МАРКЕТИНГА, УПРАВЛЕНИЕ КОРПОРАТИВНОЙ ЭФФЕКТИВНОСТЬЮ, УПРАВЛЕНИЕ МАРКЕТИНГОМ, МАРКЕТИНГОВЫЕ ИНФОРМАЦИОННЫЕ СИСТЕМЫ

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
gold