QUANTITATIVE EVALUATION OF ENTERPRISE MARKETING EFFECTIVENESS

Abstract

Enterprises operating in a complicated, constantly changing environment should pay much more attention to the market and the user, ie to marketing. Despite the fact that the main subject of the state economy is an enterprise, the problems of marketing are mostly analysed at the level of activities. At the enterprises, these problems, which are of great practical and theoretical importance, are paid little attention. One of the main problems in this context is quantitative evaluation of marketing effectiveness. The nature of the considered processes implies that this problem can be solved by multiple criteria evaluation methods. It allows us to offer a particular methodology verified by calculations. The evaluation of some actual enterprises has shown that marketing considerably affects their commercial activities in a positive way, increasing their effectiveness (profitability).