Efficiency in Marketing Communications – Overview and Distinctions

Abstract

The article presents an overview as well as a topical aspect in the field of research and understanding of efficiency in marketing communications – focusing on the benefits, including the financial results for the com­pany, and all related distinctions. A thesis is supported that a distinction between econom­ic and non-economic efficiency in marketing communications is a good basis for better understanding of immediate and potential re­sults and – based on this – for selection and development of the metrics. Both types could have an immediate or delayed contribution to the company’s financial results.