Strateginių marketingo sprendimų efektyvumo įvertinimas Šiaulių miesto įmonėse

ENThe long - termed success of enterprise depend on efficiency of strategic marketing decisions. The efficiency of marketing actions is hard to estimate clearly in many cases. We can use quantitative indicators of financial position of enterprise, but it's very problematic to identify the profitableness by investment of marketing and evaluate the term of influence of some marketing actions. So the system of estimation of marketing decisions must include qualitative aspects and be versatile. In the article are suggested to practise such criterions and fields of evaluation: the connection between expenditure of marketing and profitableness; the conditions of economic juncture; the market data about geographical structure, loyalty of consumers, basic tendency; the measures of positioning and segmentation; the elements of marketing mix; the signs of competition; the analysis of marketing plan. According to the described system of estimation there was evaluated the production fragment of the most profitable enterprises in Šiauliai in the article.