Abstract:

The problem of measuring the effectiveness of marketing communications has been and remains an actual task for strategic and operational management levels. The range of tools and methods of marketing communications is expanding, new possibilities of measuring effectiveness appear. The volume of information available to analyze the results of marketing communications is increased. Constant research is required to track changes in this area. The proposed study is devoted to the actualization of information on the use of various tools and methods of marketing communications, the metrics used to measure marketing communications effectiveness, share of advertising expenditures in revenue at Russian enterprises. The submitted article presents the results of a survey of Russian enterprises from St. Petersburg on this topic.