Summary of Research on Evaluation of Enterprise Promotion Activities

Abstract

This paper sorts out relevant literature and studies on the effect evaluation of enterprise marketing activities. Among them, four marketing tools, namely advertising, public relations, sales promotion and personal selling, are used to understand the research content of effect evaluation of each tool. Combined with the existing enterprise marketing performance evaluation research, found that the evaluation system has shortcomings. Finally, the author puts forward the prospect and Suggestions for the effect evaluation of marketing activities.