IMPROVING THE METHOD OF ASSESSING MARKETING ACTIVITY EFFICIENCY IN SEWING AND KNITTING ENTERPRISES
DOI:
https://doi.org/10.5281/zenodo.21103762Keywords:
marketing, marketing activity, effectiveness, efficiency, evaluation method, marketing management, Balanced Scorecard.Abstract
This article examines the issue of improving the methodology for assessing the effectiveness of
marketing activities in textile enterprises and developing practical recommendations for increasing marketing
efficiency. The study is based on the Balanced Scorecard system, which is widely used in international practice.
The proposed approach makes it possible to evaluate marketing activities more comprehensively by taking into
account financial, customer, internal process, and learning and growth indicators.
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