МЕТРИКИ ЕФЕКТИВНОСТІ ІНВЕСТИЦІЙ У МАРКЕТИНГ: ВІД ROAS ДО NPV

The article examines the essence of investment and develops methodological recommendations for the use of indicators for measuring the effectiveness of investments in marketing activities. Based on the use of existing scientific and methodological approaches, including the method of analysis and synthesis for generalizing approaches to assessing investments in marketing, and a comparative method for analyzing the differences between marketing and financial indicators of investment effectiveness, improved methods for assessing marketing investments were proposed. Such tools will help companies establish long-term relationships with customers and increase investment volumes and improve the effectiveness of business strategies. The proposed combined approach to assessing marketing investments allows you to combine quick marketing indicators with long-term financial indicators.