THEORETICAL FOUNDATIONS OF ESTIMATION OF EFFICIENCY OF MARKETING ACTIVITIES OF THE COMPANY
Journal Title: Бізнес-навігатор - Year 2018, Vol 3, Issue 46
Abstract
The article is devoted to the substantiation of the features of the evaluation of the effectiveness of the marketing activity of the company. The process of evaluation, analysis, planning and forecasting of efficiency is analyzed. The main aspects, methods and objects of the marketing activity evaluation of the enterprise are investigated. The mechanism of identifying consumer needs in marketing management is described. Specific features of estimating the effectiveness of marketing activities are singled out and substantiated by the example of the company "Ferrero Ukraine".
Authors and Affiliations
I. O. Kovshova, A. V. Kravchenko
Keywords
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