Features of evaluating the effectiveness of industrial enterprise marketing activities
URI (для ссылок/цитирований):
https://doi.org/10.1088/1757-899X/734/1/012081https://elib.sfu-kras.ru/handle/2311/143148
Автор:
V, V Kukartsev
V, Khramkov
N, V Fedorova
A, V Rozhkova
V, S Tynchenko
K, A Bashmur
Коллективный автор:
Гуманитарный институт
Кафедра рекламы и социально-культурной деятельности
Дата:
2020-01Журнал:
IOP Conference Series: Materials Science and EngineeringКвартиль журнала в Scopus:
без квартиляБиблиографическое описание:
V, V Kukartsev. Features of evaluating the effectiveness of industrial enterprise marketing activities [Текст] / V Kukartsev V, Khramkov V, V Fedorova N, V Rozhkova A, S Tynchenko V, A Bashmur K // IOP Conference Series: Materials Science and Engineering. — 2020. — Т. 734 (№ 1).Аннотация:
Adaptation to dynamic market changes and choosing the optimal development
strategy based on the results of marketing activities today become a central problem for
Russian industrial enterprises. Among the factors that determine the need to improve marketing
practices, the costs of managing the flow of marketing information, the time to implement
marketing opportunities and confront threats, knowledge of technologies, markets, their
application and updating to ensure competitiveness, etc. are of decisive importance. The object
of study is industrial enterprises that implements marketing activities. The subject of the
research is the industrial enterprise marketing management process. The goal is to investigate
the features of evaluating the effectiveness of industrial enterprise marketing activities based
on a balanced scorecard. This article discusses a package of techniques for the development
and use of a balanced scorecard to assess the effectiveness of industrial enterprise marketing
activities. The advantages of evaluating the effectiveness of industrial enterprise marketing
management using the concept of a balanced scorecard, which are focused on the future,
accuracy, resource efficiency, objectivity, usefulness and timeliness, are substantiated.