E3S Web Conf.
Volume 258, 2021Ural Environmental Science Forum “Sustainable Development of Industrial Region” (UESF-2021)
|Number of page(s)||8|
|Section||Environmental Planning and Economic|
|Published online||20 May 2021|
Evaluating the effectiveness of integrated marketing communications while implementing a CRM system in the agricultural industry
1 Vyatka State University, Moskovskaya str., 36, Kirov, 610000, Russia
2 Rootmedia Internet-agency, Lenina str., 92, Kirov, 610002, Russia
3 Vyatka State Agrotechnological University, Oktyabrsky prospect, 133, Kirov, 610017, Russia
4 Moscow State Technical University of Civil Aviation, 20 Kronshtadtsky blvd, Moscow, 125993, Russia
* Corresponding author: firstname.lastname@example.org
This article deals with the problem of insufficient objective characteristics for determining the productivity of integrated marketing communications in business and organizations of various fields of activity, including those involved in ecology, energy, etc. The relevance of the work is due to the massive distribution of various marketing communications tools, often customized and used today through CRM systems. The aim of the study is to determine the criteria for evaluating the effectiveness of integrated marketing communications tools, reflected in CRM systems. The author uses methods of the structural and functional approach. The research is based on the descriptive and analytical method. The result of the work is a list of parameters reflected in the CRM system. They can help consider the degree of effectiveness of integrated marketing communications used in business and organizations of various fields of activity, including those involved in the field of ecology, energy, etc. Moreover, the list of criteria can be used to determine the degree of successful implementation of a CRM system and individual tools of integrated marketing communications.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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