?? ?????????? ????????? ????
??????? ?????????
(??
???????
:
Marketing effectiveness
) ?? ????? ? ?????? ????? ????? ???????? ??????? ??? ? ????? ????? ??? ?? ???? ????? ??????? ??????? ?? ?? ????? ?? ???? ??? ????? ???????. ??? ????? ?????? ??????? ??
?????? ???????????? ?????????
????.
???? ??????? ????????? ???? ????? ??? ????
????? ???
?? ??? ???? ????? ?? ?? ?? ??? ???? ????? ????? ???? ?????? ??? ? ??? ??? ??.
[?]
- ↑
Shaw, R.
Improving Marketing Effectiveness ? the methods and tools that work best
, Economist Books, 1998
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?????????????
2. Marketing performance measurement and management. Shaw identified the need for marketing to become more measurable and accountable and his researches continue to define best practice in this field.
[?]
- ↑
Developing commercial skills
Marketingweek.co.uk
