REVISTA DE HUMANIDADES Y CIENCIAS SOCIALES

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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

  • 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.

Published

16-12-2020 — Updated on 18-01-2021

Versions

How to Cite

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

Issue

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

Section

Artículos

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

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