Theoretical and methodological approaches to evaluating the effectiveness of marketing in sales activities

The article examines theoretical and methodological approaches to assessing the effectiveness of marketing in the sales activities of enterprises. In the context of economic transformation, digitalization, and increasing competition, marketing becomes a key management tool, especially in terms of sales. The relevance of the topic is determined by the need for enterprises to quickly and objectively evaluate the results of marketing activities aimed at stimulating sales, particularly in conditions of economic instability, rising prices, and changing consumer behavior. The study emphasizes the importance of integrating financial and non-financial indicators for a comprehensive assessment of the effectiveness of marketing strategies, which allows enterprises to make informed management decisions. Various approaches to assessment are considered, such as economic, functional, behavioral, strategic, and system-indicative, which help identify the strengths and weaknesses of each. It is determined that the most universal among the presented approaches is the system-indicative one, which combines quantitative and qualitative indicators. The results of the article can serve as a basis for conducting a more detailed analysis of assessing the effectiveness of marketing in sales activities and for developing management strategies based on the analysis. This will enhance the competitiveness of enterprises and their sustainable development in the face of modern challenges, particularly globalization and digitalization of the economy.