COMPARATIVE ANALYSIS OF MARKETING PERFORMANCE INDICATORS

Analysis and evaluation of the effectiveness of marketing at enterprises, as well as performance monitoring, is an essential process for understanding the feasibility of a marketing strategy, its perspectives and shortcomings. Nevertheless, the question of evaluating the of marketing performance is still open, and scientists do not have a single classification of indicators and a universal integral indicator, that allows us to conclude if marketing activities of the enterprise are effective. The main approaches and methods for measuring the effectiveness of marketing activities of an enterprise are analysed in this article, as well as their advantages and disadvantages. The constituent elements of marketing effectiveness were investigated and the groups of external and internal indicators, as well as indicators of marketing profitability, were characterized. Assessment of the marketing effectiveness should take into account external and internal factors, current and final indicators affecting the enterprise, marketing strategies and tactical measures. It was established, that calculation of accurate indicators allows to make the right decisions to increase the effectiveness and quality of marketing activities in the organization. The classification of internal and external indicators of marketing effectiveness has been clarified. The features of using financial and marketing indicators for performance analysis are considered. An integral indicator of marketing effectiveness assessment is proposed.