ASSESSMENT OF THE EFFICIENCY OF MARKETING MANAGEMENT AS A FACTOR OF BUSINESS PERFORMANCE

The article examines the process of evaluating the effectiveness of marketing management as a key factor in business success. The authors analyze the main approaches to evaluating marketing initiatives of telecommunications enterprises, proposing a system of indicators that includes quantitative and qualitative metrics. A five-stage evaluation model is presented, covering the definition of strategic goals, the formation of indicators, the analysis of the current state, and the development of corrective measures. The main emphasis is placed on the multifaceted nature of marketing activities and the need for assessment for strategic planning and management decision-making.