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0401U001668,
к.е.н.
15-05-2001
o
Advertising expenditure evaluation and formation in the enterprise's marketing system
Gorbal' Nataliya Igorivna,
popup.head Кузьмін Олег Євгенович
popup.opponent Герасимчук Василь Гнатович
popup.opponent Скибінський Станіслав Володимирович
Об'єктом дослідження є процес формування витрат на рекламну діяльність підприємств в умовах становлення ринкової економіки в Україні. Розроблено класифікації видів реклами та рекламних ефектів, поняття "ефекту реклами", склад витрат на рекламу, ранжування методів визначення рекламного бюджету, ситуаційний підхід до формування витрат, модель оптимізації та механізм формування рекламних витрат і регулювання залежно від якості та ціни товару.
2001-05-15
2020-04-04
Updated: 2025-12-07
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