Effectiveness and efficiency assessment of industrial enterprises` marketing in the supply chain

The aim of the article. Marketing role in the process of creation of industrial enterprise value is analyzed in the article. The purpose of it is to define basic directions, criteria and indexes of evaluation of industrial enterprises` marketing in the supply chain. Methodical positions are worked out. They are structured in accordance with the criteria of evaluation of industrial enterprises` marketing in the supply chain. The categories of efficiency and effectiveness are considered.The results of the analysis. Peculiarities of purpose marketing decisions` orientation on the strategic level of management are found. Conception of three fundamental aspects of modern business combination was investigated as part of a strategic approach. A concept client is exposed in the triune measuring. Two types of cost chain (traditional and modern) are considered. Tasks that determine the effective functioning of enterprise in the supply chain are distinguished. The criteria of industrial enterprises` marketing evaluation are grouped. The system of indexes of effectiveness and efficiency evaluation of industrial enterprises` marketing in the process of delivery is worked out. Authors divide these indexes from position of marketing: value for a final consumer, value for partners in supplying and value for an enterprise. This approach fundamentally differs from earlier well-known ones.The use of these methodical positions will give an opportunity to estimate effectiveness and efficiency of marketing activity of industrial enterprise taking into account the multi-vectors of interests of target groups: consumers, partners and stockholders of enterprise.Conclusions and directions of further researches. The methodological approaches described in this article concerning the evaluation of marketing charges can be the base of analysis of charges according to their origin and functional measurement. It will allow making complex estimation of the marketing programs of enterprise and getting the estimation of their expediency.Developed criteria and indexes of effectiveness and efficiency evaluation of industrial enterprises` marketing will enable detail analysis of enterprise`s functioning in supply chain in the context of marketing.It is recommended to make supply chain evaluation in marketing context by the use of market and financial indexes, such as: commodity quality, end consumer service (terms of deliveries), commodity cost and enterprise expenses, cost of enterprise`s brand.