РОЗВИТОК ОРГАНІЗАЦІЙНОГО ТА ІНСТРУМЕНТАЛЬНОГО ЗАБЕЗПЕЧЕННЯ МАРКЕТИНГОВОГО УПРАВЛІННЯ ЕФЕКТИВНІСТЮ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

Abstract

Economic agents must develop effective marketing management strategies in today’s markets, characterized by technological innovations, fluctuating consumer behavior, and globalization. These strategies should address audience needs and integrate various business activities. This approach optimizes strategies and enhances brand value. The effectiveness of this management approach can be ensured only through the harmonized development of both its organizational and instrumental infrastructure. The article aims to substantiate the theoretical and methodological foundations for developing organizational and instrumental support for marketing management of enterprise activity efficiency. The author’s hypothesis emerged as a synthesis of the development of marketing management with the implementation of principles inherent in the business performance management concept. The subject area of marketing management within the enterprise has been structured. A formalized description of the marketing management system for effectiveness was developed and implemented through its representation as an assemblage of tuples. The necessity of considering various types of effectiveness within the framework of marketing management, such as financial, operational, innovative, environmental, social, and production efficiencies, has been demonstrated. The peculiarities of subordinating the components of organizational support to specific instruments for supporting activity effectiveness within the selected form of marketing management were examined. In the context of developing the instrumental support for marketing management efficiency, the management functions have been correlated with classes of marketing management tools. An effectiveness indicator has been assigned to each function. Special consideration has been given to the digital marketing instruments. The task of applying functional-cost analysis to optimize the tools for implementing marketing management functions was formulated and undertaken. During the functional-cost analysis, an evaluation of the selected tools takes place, the effectiveness of their combination is calculated, and their correlation with the introduced types of effectiveness is investigated.