Features of evaluating the effectiveness of industrial enterprise marketing activities

Abstract

Adaptation to dynamic market changes and choosing the optimal development strategy based on the results of marketing activities today become a central problem for Russian industrial enterprises. Among the factors that determine the need to improve marketing practices, the costs of managing the flow of marketing information, the time to implement marketing opportunities and confront threats, knowledge of technologies, markets, their application and updating to ensure competitiveness, etc. are of decisive importance. The object of study is industrial enterprises that implements marketing activities. The subject of the research is the industrial enterprise marketing management process. The goal is to investigate the features of evaluating the effectiveness of industrial enterprise marketing activities based on a balanced scorecard. This article discusses a package of techniques for the development and use of a balanced scorecard to assess the effectiveness of industrial enterprise marketing activities. The advantages of evaluating the effectiveness of industrial enterprise marketing management using the concept of a balanced scorecard, which are focused on the future, accuracy, resource efficiency, objectivity, usefulness and timeliness, are substantiated.