Assessing the improvement of marketing activity efficiency

The article developed a scientific and methodological approach to assessing and improving the effectiveness of marketing activities, based on the calculation of partial performance indicators for individual elements of the marketing mix of the enterprise. The proposed indicator contributes to the definition and adoption of measures to neutralize the factors influencing the achievement of the goal in marketing policy. The role of the proposed indicator in influencing the business performance of a market entity has been determined. The authors provide scientifically based recommendations on a set of measures aimed at improving the efficiency of marketing activities, which are grouped into four levels of achieved efficiency of the company's marketing activity as a result of an analysis of the integrated indicator proposed by the authors.