Abstract
Evaluation of the effectiveness of marketing management of retail structures’ innovative development is necessary to measure the effectiveness of the enterprise and to evaluate strategic ways of business development. Both of these areas determine the competitiveness of retail structures (RS). The article substantiates the approach to the effectiveness of marketing management of retail structures’ innovative development based on the compliance of development plans, organizational systems and structures with the strategic goal of innovative development, as well as the possibility of achieving the goals of innovative development strategies at various planning horizons, monitoring and adjusting adopted and/or implemented innovative development plans. Evaluation of the effectiveness of marketing management of retail structures’ innovative development is based on a comprehensive approach to the results of RS development. The paper offers an original approach to evaluating the effectiveness and efficiency of marketing management of RS innovative development, which allows you to identify the relationships between the components of the model to determine how the resources involved in marketing management processes generate an impact. The main directions of evaluating the effectiveness of marketing management of retail structures’ innovative development are determined through the effect received by the commodity circulation participants.
Highlights
There is no single approach to the evaluation of marketing efficiency and performance
The effectiveness of marketing management of retail structures’ innovative development is a multidimensional concept which stems from the impact of innovation and marketing management, and takes into account the financial results obtained
The effectiveness of marketing management of retail structures (RS) innovative development determines the market value of a company, as it is aimed at achieving long-term results and ensures the investment attractiveness of large RS
Summary
There is no single approach to the evaluation of marketing efficiency and performance. Within the framework of this study, the interest is not the efficiency of departments nor the productivity of specific marketing activities Particular issues of marketing performance depend on what specific goals have been set. They differ from company to company; while the need to generate net cash flow through customer satisfaction is universal, even for non-profit organizations. Sisodia, discussing effective marketing decisions, distinguish between such concepts as effectiveness and efficiency [6]. According to this approach, effective marketing is determined in relation to two criteria: customer satisfaction (effectiveness) and marketing costs (efficiency)
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