Determining the level of efficiency of marketing activity in the short run

Автори: 
Bochko O.

Lviv Polytechnic National University

The article determines processes of the effectiveness of marketing activities, identifies the main factors that influence their levels. It is proposed to measure the effectiveness of marketing through scores. It is proved that marketing activity is characterized not only by theratio of the obtained financial results but also the other factors of internal and external marketing environment that may have an impact on the end result (for example, sales volume, revenue, profitability, etc.). The study suggestes the phasing aplgorithm implementation of evaluation of the effective marketing.

  1. Kotler F. Marketynh ot A do Ya: 80 kontseptsyi, kotorыe dolzhen znat kazhdыi menedzher / F. Kotler. – Spb. : Neva, 2003. – 224 s.
  2. Morokhova V. O. Systemnyi pidkhid do otsinky efektyvnosti marketynhovoi diialnosti pidpryiemstva : [Elektronnyi resurs] / V. O. Morokhova,
  3. O. M. Solovei. – Rezhym dostupu : file:///D:/Downloads/ecnem_2013_10_20.pdf. 3. Chala Iu. V. Otsinka efektyvnosti marketynhovoi diialnosti TNK : [Elektronnyi resurs] / Chala Iu. V. – Rezhym dostupu : file:///D:/Downloads/pprbsu_2014_38_30.pdf. 4. Chukhrai N. I. Prybutkovyi marketynh: vzaiemouzghodzhennia marketynhovykh i finansovykh rishen : monohrafiia / N. I. Chukhrai, A. O. Mavrina // Za nauk. red. N. Chukhrai. – Lviv : Vyd-vo Lvivskoi politekhniky, 2012. – 205 s.