Methodological features of evaluating the efficiency of marketing activities of enterprises

Relevance of the research topic. The article analyzes modern conceptual approaches and investigates the methodological features of evaluating the efficiency of marketing activities of domestic enterprises. It emphasizes the need to improve management in this area in the context of market transformations. The article describes the basic principles of marketing efficiency and substantiates the use of methods for evaluating marketing efficiency in modern economic conditions. It highlights the features and main drawbacks of existing indicators.The aim of the article is to research and develop scientific–methodological foundations and practical recommendations for improving the mechanisms of marketing management. The results of the research. The main idea of the research is the need for targeted and timely selection of appropriate criteria for evaluating the efficiency of marketing activities that align with the enterprise’s goals, as investors seek to answer the question of the advisability of marketing investments, especially in domestic enterprises, considering the specifics of marketing. The article emphasizes the need to choose the most adequate tools among the existing methods for evaluating the effectiveness of an enterprise’s marketing activities. Due to practical difficulties in determining marketing efficiency, particularly the challenge of separating the results of marketing activities from the overall enterprise results, the issue of efficiency evaluation becomes critically important.Conclusions. The article considers a simple and comprehensible method for managers and specialists to determine the efficiency of marketing activities based on quality marketing indicators, which allows for its further testing and implementation in domestic enterprises. The use of this method in practical and analytical work will improve the quality of marketing activity evaluation.