THEORETICAL AND METHODOLOGICAL ASPECTS OF THE ANALYSIS AND EVALUATION OF THE MARKETING ACTIVITY OF THE ENTERPRISE IN THE PROCESS OF STRATEGIC MARKETING DECISION-MAKING

Authors

  • Ph. D. Dilyana Emcheva Yaneva

Keywords:

Methodology, Analysis, Evaluation, Performance Marketing Management, Balanced Scorecard

Abstract

Knowledge and application of tools for complex analysis and evaluation of the results of the company's marketing activities can be used as a strategic weapon in the competitive struggle. In this regard, the article presents some basic concepts, models, techniques and indicators for the study of marketing performance and its main perspectives. Emphasis is placed on the importance of methodology in the process of strategic marketing decision-making and overall corporate development.

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Published

16-12-2020 — Updated on 17-03-2021

Versions

Issue

Vol. 8 Num 1 Enero-Marzo 2021 Homenaje María José Aguilar Idáñez

Section

Artículos

License

Copyright (c) 2020 Ph. D. Dilyana Emcheva Yaneva

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The authors retain copyright and grant Revista Inclusiones the right to publish under Creative Commons Attribution 4.0 International (CC BY 4.0). Under this license, any user may copy, distribute, and reproduce the content in any medium or format, provided that proper credit is given to the author and the journal as the original source.

How to Cite

“THEORETICAL AND METHODOLOGICAL ASPECTS OF THE ANALYSIS AND EVALUATION OF THE MARKETING ACTIVITY OF THE ENTERPRISE IN THE PROCESS OF STRATEGIC MARKETING DECISION-MAKING”. (2020) 2021. Revista Inclusiones 8 (1): 350-57. https://revistainclusiones.org/index.php/inclu/article/view/203.