Theoretical and methodological approaches to the assessment of marketing marketing companies

Abstract

It is shown that a marketing policy at the enterprise plays a significant role in the activity of each company. It is believed that the proper marketing strategy helps to ensure that the company is moving into the right direction. The essence of the concept of effectiveness of marketing activity are considered. The main methods to marketing policies are described and evaluated. It is stressed that there is not a single methodology that would appeal to different types of companies. The interdependence of enterprise competitiveness and marketing policy is shown. The necessity of continuous and comprehensive evaluation of the effectiveness of marketing activities is proved.