| Popis: |
The conceptual issues of conducting factor analysis of enterprise's marketing activity are being discussed, in the example of digital marketing communications. The general rules and the algorithm for conducting such analysis are proposed, and its purpose is justified. The questions of how to define the causal relationships of marketing costs and results, the ability to search for reserves and the increase of marketing efficiency, and the determination of the contribution of marketing activities to the overall economic performance of the enterprise are being discussed. |
