METHODICAL MAINTENANCE OF ENTERPRISES’ MARKETING EFFECTIVENESS EVALUATION

Abstract

The article describes and analyzes national and foreign researchers’ approaches to enterprises’ marketing effectiveness evaluating. It shows the methods of evaluation it as degree of achievement the goals, dividing the marketing effect to the costs of its implementation, as a brand price, as marketing functions evaluation system. It is proposed to use the expert analysis method on components of marketing activities take into account specific of the branch in which the enterprise work