Features of evaluating the effectiveness and efficiency of marketing activities

The purpose of this article is to determine and justify the indicators for assessing the effectiveness and economic efficiency of marketing activities. A terminological analysis of the main concepts in the field of effectiveness and economic efficiency of marketing activities of organizations has been conducted. The similarities and differences between effectiveness and economic efficiency have been established, and the indicators for assessing them have been defined, with examples of calculating individual indicators. The types of economic efficiency have been identified and characterized. Special attention is paid to the assessment of expected and actual economic efficiency. The indicators of the effectiveness and economic efficiency of marketing activities are given.

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