Modelling and Decision-Making Methods in Internet Marketing: Advertising Budget Efficiency and Advertising Quality

Abstract

This research is devoted to the methods and models of decision-making in marketing, substantiation of mathematical similarity theory application in factor analysis of market situation (demand for production) while selling via Internet. Russian timber industry enterprises were the object of the research. Demand function was obtained empirically at these enterprises. Factor analysis methods within the Internet marketing system at the enterprises are suggested. The review of decision-making methods and models in marketing, their comparative analysis is made. Modification of Danaher-Rust model applied to quality estimation of advertising on the company's site is carried out.