Some Issues of Marketing Effectiveness in Georgian Companies

Abstract

The article discusses the ways and features of measuring and evaluating marketing effectiveness. The authors believe that the evaluation of marketing effectiveness is of great importance in modern company development strategies because the improvement of marketing activities is the tool for increasing the competitiveness of the company. According to the authors, marketing tools should be regularly updated in all companies. The author's research has shown that the methodological foundations of a comprehensive assessment of marketing effectiveness, which are available for practical use in the analytical services of companies and consulting services, have not been developed in science. In this paper, the authors discuss methodological approaches to the evaluation of marketing effectiveness and convey their attitudes toward this issue.