Perfomance evaluation of marketing activities

Why do we need marketing? It would seem a strange question, but for the Russian business it is still relevant today. On the one hand, everyone knows that advertising is the engine of trade that needs continuous investment in promotion, even to just hold already occupied a niche in the market. But psychologically marketing departments are perceived solely as expenditure, not a resource that has a real and often a key value for the brand. This paper discusses the criteria for assessing marketing measures.