Improving Approaches to the Formation of Enterprise's Marketing Budgets

• Bondarenko, Olena ^[1] ; Kovalchuk, Svitlana ^[2] ; Rodionov, Sergii ^[3] ; Miroshnik, Maria ^[4] ; Kitchenko, Olena ^[4] ; Franchuk, Lesya ^[2]
  1. [1] Department of Marketing, KYIV NATIONAL UNIVERSITY OF TRADE AND ECONOMICS
  2. [2] Department of Marketing and Trade Entrepreneurship, KHMELNYTSKY NATIONAL UNIVERSITY
  3. [3] Department of Economics and Marketing, SIMON KUZNETS KHARKIV NATIONAL UNIVERSITY OF ECONOMICS
  4. [4] Department of Economics and Marketing, NATIONAL TECHNICAL UNIVERSITY «KHARKIV POLYTECHNIC INSTITUTE»

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• Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 39, Nº Extra 5, 2021 (Ejemplar dedicado a: Special Issue Innovation in the Economy and Society of the Digital Age)
• Idioma: inglés
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  • This article discusses the importance of optimizing advertising budgets for enterprises in the face of fierce competition for the consumer. It highlights the principles that business owners should consider when developing a marketing budget and notes the change in the influence of marketing in the sales funnel. The process of optimization of advertising budgets is presented.Also, the main approaches and methods of forming the marketing budgets of enterprises are highlighted. The method is considered in detail, taking into account the effectiveness of the use of marketing budgets. And recommendations are given on the allocation of budgets within advertising channels, depending on the goals and size of the enterprise.