Toolkit for the estimation of effect and efficiency of marketing communications

In article the short analysis of existing models of an estimation of efficiency of marketing communications is presented. Authors classification of existing models, the description and the analysis of their features, chronology of occurrence is offered. The basic conclusion of article: in process of studying of a question of an estimation of efficiency of marketing communications arose and models of an estimation of efficiency became complicated, new models continue to appear, but the problem of an estimation of efficiency is not solved yet unequivocally