Brand Promotion Efficiency in the Process of International Communication

Authors

  • Ирина Владимировна Сенькова St. Petersburg State University, 7–9, Universitetskaya nab., St. Petersburg, 199034, Russian Federation

Abstract

Modern tendencies of the world economy development testify that such marketing activity of the company as product promotion at the market obtain the increasing value in the fight for consumers attention. In the article, the definition of promotion complex efficiency is suggested; also methods of estimation of return on sales and the brand value are provided. The analysis of the key trends of the world advertising and consumer markets allows characterizing major benefits and drawbacks of the global promotion policy and making a conclusion concerning the efficiency of implementation of marketing communication at the international level.

Keywords:

international marketing

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Author Biography

Ирина Владимировна Сенькова, St. Petersburg State University, 7–9, Universitetskaya nab., St. Petersburg, 199034, Russian Federation

аспирантка

References

Литература на русском языке


References in Latin Alphabet

Lee C., Green R. T. Cross Cultural Examination of the Fishbein Behavioral Intentions Model//Journal of International Business Studies. Second Quarter 1991. P. 289-305.


Translation of references in Russian into English

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Published

2006-12-29

How to Cite

Сенькова, И. В. (2006). Brand Promotion Efficiency in the Process of International Communication. St Petersburg University Journal of Economic Studies, (4), 168–171. Retrieved from https://economicsjournal.spbu.ru/article/view/4410

Issue

No. 4 (2006)

Section

Short Scientific Reports

License

Articles of the St Petersburg University Journal of Economic Studies are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.