CRITERIA FOR EVALUATING THE EFFECTIVENESS OF MARKETING ACTIVITIES IN CONSTRUCTION MATERIALS MANUFACTURING ENTERPRISES
DOI:
https://doi.org/10.5281/zenodo.18726031Keywords:
marketing effectiveness, evaluation criteria, construction materials, marketing metrics, marketing ROI, customer value.Abstract
The study systematically examined the theoretical foundations of criteria for evaluating marketing activity
effectiveness in construction materials manufacturing enterprises. The main theoretical approaches to measuring
marketing effectiveness — financial, market, customer, and process performance criteria — were comparatively
analyzed. Conceptual foundations of a multi-level criteria system and a balanced evaluation model were developed.
The sectoral adaptation of the marketing metrics system was theoretically substantiated, taking into account the specific
characteristics of the construction materials industry. The results demonstrated that the integrated application of financial
and non-financial criteria contributed to improving the quality of marketing management
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