Marketing investment performance metrics: from ROAS to NPV
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Дата
2025
Науковий керівник
Назва журналу
Номер ISSN
Назва тому
Видавець
КПІ ім. Ігоря Сікорського
Анотація
The article examines the essence of investment and develops methodological recommendations for the use of indicators for measuring the effectiveness of investments in marketing activities. Based on the use of existing scientific and methodological approaches, including the method of analysis and synthesis for generalizing approaches to assessing investments in marketing, and a comparative method for analyzing the differences between marketing and financial indicators of investment effectiveness, improved methods for assessing marketing investments were proposed. Such tools will help companies establish long-term relationships with customers and increase investment volumes and improve the effectiveness of business strategies. The proposed combined approach to assessing marketing investments allows you to combine quick marketing indicators with long-term financial indicators.
Опис
Ключові слова
marketing, investments, metrics, KPI, ROAS, ROMI, ROI, NPV, IRR, DPP, маркетинг, інвестиції, метрики
Бібліографічний опис
Zhygalkevych, Zh. Marketing investment performance metrics: from ROAS to NPV / Zhygalkevych Zhanna, Plysenko Halyna // Економічний вісник НТУУ «КПІ» : збірник наукових праць. – 2025. – № 32. – C. 119-123. – Бібліогр.: 9 назв.