Modern approaches to assessing the effectiveness of strategic marketing management of an enterprise

Abstract

The study examines modern approaches to assessing the effectiveness of strategic marketing management of an enterprise under conditions of digital transformation, market globalization, increasing competition, and environmental instability. The necessity of moving beyond the assessment of individual financial indicators toward an integrated evaluation system combining financial, market, customer-related, process, and digital criteria is substantiated. The role of CRM systems, Business Intelligence, web analytics, artificial intelligence, marketing automation, and predictive analytics in improving the quality and validity of strategic marketing decisions is highlighted. A structural and logical model of strategic marketing management is proposed, integrating information and analytical support, strategic diagnosis, strategic choice, planning, implementation, control, and adaptation. The main groups of Key Performance Indicators for evaluating marketing effectiveness are systematized, including financial, market, customer-related, and digital indicators. The principles of systemicity, customer value orientation, synchronization, adaptability, evidence-based decision-making, resource concentration, integration, innovativeness, continuity, and measurability are substantiated. Particular attention is paid to the importance of adaptability and continuous monitoring for Ukrainian enterprises operating under wartime conditions, changing consumer behaviour, logistics transformations, and increased market uncertainty. Strategic marketing management is considered as an integrated, continuous, and adaptive system aimed at ensuring the long-term competitiveness of an enterprise.