摘要
度量方法直接影响到营销审计的效果,进而影响公司营销的优化和评估。尝试在营销审计中使用B-S-M模型法来审计单个管理期权,并通过实例与传统净现值方法相比较。结果表明,使用该模型法能够更加有效、精确地度量企业的营销活动。对模型优化作用的研究也表明,B-S-M模型法能够有效优化公司的营销活动。
The measurement method affects the result of marketing audit directly, then affecting the im- provement and valuation of company marketing. In this paper, we use B - S - M model method to audit a single managerial option in marketing audit. Compared with the NPV method, we found that using this model method is more valid and accurate. We also found that the B - S - M is practicably in optimizing company marketing.
出处
《系统管理学报》
北大核心
2007年第3期307-310,共4页
Journal of Systems & Management
关键词
营销审计
管理期权
B-S-M模型法
优化
marketing audit
managerial option
B-S-M model method
optimizationze
