Uman National University | today: 12/28/2025
| Author(s) |
Варченко О. М., , , Варченко О. О., , , Вернюк Н. О., , , Діденко С. В., , , |
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| Category | Economics | ||
| year | 2025 | issue | Issue 107 part 2 |
| pages | 120-135 | index UDK | 339.138:631.1 | DOI | 10.32782/2415-8240-2025-107-2-120-135 (Link) |
| Abstract | The article systematizes methodological approaches to assessing the effectiveness and efficiency of marketing activities of agricultural enterprises and justifies the system of indicators that are appropriate to use at the strategic, tactical and operational levels. It analyzes and systematizes modern methods for assessing the effectiveness and efficiency of marketing at the strategic, tactical and operational levels of management, highlights the main advantages and disadvantages of existing methods. It determines the requirements for developing a management model and assessing marketing efficiency based on the simultaneous use of cost, system and corporate approaches. A model for managing and assessing marketing efficiency in the corporate management system has been developed, combining three levels of management - strategic, tactical and operational, which include different assessment indicators. It is proven that in order to integrate the efficiency indicators of all three levels of management, it is necessary to aggregate marketing indicators "bottom-up" by converting the values of efficiency indicators at the operational level into the values of efficiency indicators of tactical indicators, and tactical indicators into the values of efficiency indicators of strategic indicators. It is concluded that the implementation of such an approach in the practical activities of agricultural enterprises will allow more effectively to establish the processes of planning, budgeting, organization and implementation of marketing activities in order to achieve target values of operational activities, which provide the necessary values of tactical indicators, and they - the planned values of strategic indicators. | ||
| Key words | marketing activities, efficiency, effectiveness, strategic management, agricultural enterprises | ||