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Benchmarketing as a tool for management of advertising projects

Altunina Iulia Olegovna  (candidate of economic Sciences, associate professor, Moscow Polytechnic University)

The article is devoted to the study of opportunities and prospects for using benchmarketing as tools for managing advertising projects. The advantages of benchmarking for studying the advertising activity of enterprises are indicated. Specific examples of successful benchmarking in advertising activities in the sphere of use and introduction of innovative technologies are considered. The stages and model of search and introduction of the results of successful solutions in advertising activities based on benchmarking are formalized. Also, a special emphasis is placed on the difficulties and difficulties of using benchmarketing in the process of packaging advertising projects.

Keywords:benchmarking, advertising, company, innovations, profit.
 

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Citation link:
Altunina I. O. Benchmarketing as a tool for management of advertising projects // Современная наука: актуальные проблемы теории и практики. Серия: ЭКОНОМИКА и ПРАВО. -2018. -№05. -С. 10-14
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