Task assignment problem is “the central problem in elaboration of e-e-marketing communication strategy and strategic decision making. Hierarchy-of-effects concept proves to be an extremely useful tool in developing of e-marketing communication strategies. Actions planning in communications sphere, being a “prelude” to the next stage of planning, largely depends on accurate assignment of communication tasks so that is would be possible to assess their efficiency”.
Those who criticize hierarchy-of-effects models from managerial point of view are right on one thing. They all agree that e-marketing ultimate goal is sale. However, they are sadly mistaken claiming that sale is a specific operational mission of every e-marketing action. The nature of making purchasing decision in industrial market suggests that it is unreasonable to set such a goal for each business meeting, PR action, element of direct-mail etc.










