ОЦЕНКА ЭФФЕКТИВНОСТИ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТИ ТЕЛЕКОММУНИКАЦИОННЫХ КОМПАНИЙ

Abstract

Marketing activity of telecommunication companies of the Republic of Tajikistan in conditions of market relations development taking into account factors influencing this process has been investigated. Ways to increase the competitiveness of services provided and trends in the development of types of services that contribute to the effective use of existing networks of telecommunications companies have been studied. The functions of marketing service in the direction of analysis of trends of development of telecommunication market, including analysis of demand for new types of competitive services, are considered. Analysis and evaluation of the marketing activity efficiency for the introduction of new types of services was carried out, taking into account the capacity of existing networks of telecommunications companies. The dynamics of tariff revenues characterizing the provision of communication services of the regional national telecom operator of the Republic of Tajikistan was analyzed. Positive dynamics of growth of tariff revenues of individual branches of the national telecom operator of the Republic of Tajikistan providing services to provide access to the Internet using ADSL technology was noted. Fundamental and additional tasks, as well as general functions of marketing activities of telecommunication companies in market economy are considered. A method of comprehensive evaluation of the effectiveness of the marketing service of telecommunications companies has been proposed, which allows you to comprehensively evaluate marketing in three areas: financial results of marketing, organization of marketing, communication with consumers. This methodology is aimed at determining the results of the marketing service for each type of services provided separately, as a result of which it is possible to evaluate the costeffectiveness of providing a separate type of telecommunication services. We studied the work of other academic economists who studied marketing activities, as well as issues of assessing the effectiveness of services provided.