Підходи до оцінки ефективності маркетингової діяльності в історичному контексті

Abstract

In the article the conceptual approaches to evaluating the effectiveness of marketing activity in the historical context have been observed. The evolution of approaches to assess the effectiveness and reasons for these evolutional metamorphoses has been considered. There have been analyzed preconditions of the concept of a comprehensive approach to evaluating the effectiveness of marketing activity and its components.