FOC-S-METHOD OF ESTIMATING THE EFFICIENCY OF THE MARKETING OF THE ENTERPRISE

Abstract

The problem of effective marketing management of an enterprise is one of the most pressing for modern Belarusian enterprises. The article discusses the issues of assessing the level of effectiveness of marketing activities, provides an analysis of the literature on this topic. A comprehensive methodology (FOC-S-methodology) for evaluating the effectiveness of an enterprise’s marketing activity has been proposed, which allows, in contrast to existing methods, to evaluate marketing in three areas: finance, marketing organization, communication with consumers. Presents calculations of the level of marketing effectiveness in dynamics, marketing scenarios and their key goals. A diagram of the stages of the proposed methodology is presented, packages of key indicators characterizing the financial results of marketing activities, the quality of management of marketing activities of an enterprise, and the state of communication with consumers are presented.