Methodical approaches to evaluating the effectiveness of management of marketing activities of the enterprise

The subject of the study. Methodical approaches to evaluating the effectiveness of management of marketing activities of the enterprise.The purpose of the article. This article aims to consider the main methodological approaches to evaluating the effectiveness of the marketing activities of the enterprise, to highlight their advantages and disadvantages, as well as to provide recommendations on the optimal choice and application of these approaches in practice.Work results. The article analyzes the key indicators of the effectiveness of marketing activities of enterprises, which cover both financial and non–financial aspects. The study confirms the importance of integrating digital metrics and profitability growth indicators that provide a comprehensive view of the success of marketing strategies. Special attention is paid to understanding the impact of marketing investments on the long–term competitiveness of enterprises, which emphasizes the need for constant monitoring and adaptation of marketing approaches in a dynamic market environment.Conclusions. In modern conditions of high competition, effective management of marketing activities is critical for the success of the enterprise. The development of methodical approaches to evaluating the effectiveness of marketing activities allows the enterprise to monitor the current state of affairs and plan future actions based on specific results. The variety of indicators used to evaluate the effectiveness of marketing provides a comprehensive assessment of both financial and non–financial aspects of activity, which contributes to the adoption of informed management decisions. The combination of different approaches, such as the analysis of financial indicators and non–financial aspects, allows you to get a complete picture of the effectiveness of marketing activities. The use of systematic and reliable assessment methods provides the enterprise with the ability to maintain competitiveness, satisfy the needs of customers and ensure stable growth in the market.