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The Doctoral Student of Georgian Technical University
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Doctor of Economics (Ph. D.) Associate professor of Georgian Technical University
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Doctor of Economics (Ph. D.) Associate professor of Georgian Technical University Tbilisi, Georgia
Description
Abstract
The elements for achieving the success of the company are the development of a strategy and competent goalsetting, risk assessment, allocation of resources, and direct implementation of activities. Customer perspectives, primarily related to marketing, are one of the most important aspects of shaping the sustainable success of an organization. Their planning, control, and evaluation become the most significant factors for the stable operation of the enterprise. Thus, the use of marketing metrics plays a huge role in ensuring the success of an organization.
The study of the theoretical basis for evaluating marketing decisions, as well as the analysis of Western studies, made it possible to form a comprehensive system of financial evaluation of various aspects of the company's marketing activities, considering both digital and traditional marketing channels, and different levels of management in the company. In practice, this approach allows you to get more accurate data for planning marketing activities, as well as justifying marketing decisions. According to the results of an empirical study of Georgian companies, this is a serious problem for modern Georgian businesses.
Notes
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