The Process Approach to Defining and Classifying the Marketing Costs of Trade Enterprise
Анотація
The article suggests the definition of marketing costs based on a process approach, taking into account the innovation component. A detailed analysis of existing approaches to the definition of the term of «marketing costs» has been carried out. It has been found that there is no single scientific-methodical approach to the definition of marketing costs among scientists. Feasibility of using the process approach to the definition of marketing costs has been substantiated. According to the allocated business processes of marketing activity, components of its costs have been provided with account of the costs of innovation. Prospect for further research is development of a system of the indicators for evaluating the efficiency of costs of business processes of marketing activity.
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