Методичне забезпечення організації маркетингового менеджменту на корпоративних підприємствах

Abstract

The article examines the methodological toolkit for determining the economic efficiency and effectiveness of the organization of marketing management at corporate enterprises. In today's business environment, where competition reaches a global scale, strategic marketing plays a key role in ensuring the success of corporate enterprises. The author emphasizes that effective marketing management allows companies not only to survive, but also to ensure stable development and increased profits. The lack of universal and adapted to specific conditions methodological tools for evaluating the economic effectiveness of marketing activities is a serious problem, which can lead to inadequate evaluation of results and erroneous strategic decisions. The analysis of recent studies has shown that modern marketing management requires a comprehensive approach to evaluating the effectiveness of measures. Determining investment attractiveness and implementing digital innovations are key aspects that contribute to improving economic efficiency and marketing effectiveness. Integration of the latest technologies and strategic management allow enterprises to adapt to dynamic market conditions and ensure long-term competitiveness. The purpose of the study is to develop a comprehensive methodological toolkit for evaluating the economic efficiency and effectiveness of marketing management at corporate enterprises. The toolkit includes cost and revenue analysis, ROI calculation (return on investment), evaluation of the impact on the brand and customer loyalty, use of the Balanced Scorecard approach, sensitivity analysis and systematic use of key performance indicators. This approach allows taking into account the specifics of large corporate organizations and adapting to dynamic market conditions. The conclusions emphasize the importance of a comprehensive approach to the organization of marketing management and the development of an adequate methodological toolkit for assessing its effectiveness, which takes into account the dynamics of external and internal management conditions of corporate enterprises. The integration of digital technologies and the use of big data are key elements in modern marketing management, which allows to increase the effectiveness of marketing efforts and ensure the long-term success of corporate enterprises.