ASSESSING MARKETING EFFICIENCY IN A DIGITAL COMPETITIVE ENVIRONMENT

Abstract

The article clarifies the theoretical and methodological aspects of assessing the effectiveness of marketing in a digital competitive environment. The authors note that marketing is a relevant tool for achieving commercial success in a competitive space characterized by aggressive behavior of companies in the fight for customers. Corporate sustainability as a whole largely depends on how effectively the marketing mechanism functions. Taking into account the above, the significance of a systematic assessment of the effectiveness of the enterprise's marketing complex is formed. In the scientific space, there are a significant number of approaches that can be used to assess the effectiveness of marketing activities, which significantly expands the diagnostic toolkit. The paper presents a characteristic of the key features of the application of balanced, expert, integral, cost approaches, as well as approaches to marketing functions and the results of production and sales activities. The presented set of approaches is considered through the prism of the interpretation of the scientific component by various authors, as well as by reflecting their positive and negative sides. Each approach has its own level of relevance, and their application should take into account the availability of the information base for analysis, the level of qualification of potential researchers, industry specifics of corporate marketing business processes, the current situation with internal and external environmental factors, the goals of analytical diagnostics, as well as the position of the enterprise in the competitive market. The principle of complexity in organizing assessment procedures is achieved by implementing several approaches. In the current situation in building marketing activities, balanced and integrated approaches deserve special attention, which are based on the adaptation of the system of functional relative indicators and the calculation of the general universal integral indicator. The theoretical significance of the work lies in the clarification of the methodological tools and approaches that can be used to assess the effectiveness of marketing. The practical significance of the work is that the proposed indicators and criteria can be used in the corporate management system to find reserves to improve the efficiency of managing the company's marketing complex.