The System of Indicators for Assessing the Efficiency of Marketing Management Activities

The article addresses the current aspects of assessing the efficiency of marketing management in enterprises, a key factor in enhancing their competitiveness in the modern market. Emphasis is placed on the necessity for enterprises to adapt to dynamic market changes and intensified competition. It is noted that efficient assessment of marketing activities helps enterprises better understand customer needs, optimize costs, and contribute to their sustainable development. An overview of contemporary scientific approaches to evaluating marketing activities is provided, and existing gaps in creating a unified system of indicators are identified. The integral model of efficiency assessment proposed by the authors is based on a systematic approach to selecting key indicators, such as website performance, customer service quality level, and the effectiveness of marketing activities. The stages of creating a system of indicators have been thoroughly examined, including the definition of strategic goals, the selection of appropriate indicators, their distribution across key areas of activity, the establishment of target values, the implementation of mechanisms for data collection and analysis, as well as the development of motivational programs for staff. The practical part of the research is based on the analysis of the operations of telecommunications companies, which confirmed the efficiency of the proposed model. A scale has been developed to assess the level of efficiency in managing marketing activities, which allows for the classification of enterprises based on the results achieved. The conclusions of the research demonstrate that most enterprises have reached a sufficient level of efficiency; however, some companies require improvements in their approaches. The proposed model provides enterprises with an effective tool for making strategic decisions and enhancing the efficiency of marketing initiatives. The application of the integral model contributes to the optimization of marketing management by combining financial and non-financial indicators, ensures flexibility in response to changing market conditions, and allows for the development of individual recommendations for the further growth of enterprises.