Improving and evaluating the effectiveness of marketing activities at the enterprise

The article considers the concepts of marketing activity in various interpretations, and examines methodological approaches to evaluating the effectiveness of marketing activities. The authors consider the General mechanism for improving marketing activities. Effective activity of any enterprise related to its adaptation to the market requires building, first of all, a rational management system for its functioning and development, focused on developing such solutions that would be aimed at improving the competitiveness of the business and accumulating reputation capital that forms a worthy “face” of the company’s brand. In addition, the main measures that contribute to improving the marketing activities of an economic entity are justified.