Market Budgeting Approaches and Their Impact on Marketing Cost Efficiency Evaluation

The article deals with the two main approaches to market budgeting: cost and investment. The basic stages of marketing budget planning, in accordance with the company management market approach of company management, has been defined. Particular treatment of marketing expenses planning, from accounting and marketing viewpoints have been observed. Impact of industry characteristics on the structure and amount of marketing cost elements has been highlighted. It has been proposed to base the methods of evaluating marketing expenses efficiency on a clear subdivision of marketing costs into expenditure and investment, use only inherent to them methods of assessing the goals set, assessment, taking into account the correction factors and the specific indicators based on both the accounting and purely marketing data. The role marketing costs has been marked in creating company intangible assets, which is a push to increase in domestic companies' capitalization and, accordingly, to their integration into the global system of economic relations.