Proposals on the Quality Assessment of Efficiency of Marketing Activity of an Industrial Enterprise

Strupynska Nataliia V. ()
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Strupynska Nataliia V.: Kharkiv National University of Economics

Business Inform, 2013, issue 7, 361_367

Abstract: The goal of the article lies in development of proposals on quality assessment of efficiency of marketing activity of an industrial enterprise by means of construction of a functions of membership and identification of borders of intervals of quality levels of general efficiency of marketing activity and its components by clear and unclear conditions of distribution of their quantity parameters. In the result of the study, the article justified expediency of the use of the theory of fuzzy sets with the aim of a quality assessment of efficiency of marketing activity of an industrial enterprise by means of construction of functions of belonging of quantity values of integral indicators of components of efficiency of marketing activity to its quality levels by clear and unclear conditions of membership. The article offers a flow chart of the stages of quality assessment of efficiency of marketing activity of an industrial enterprise. The prospects of further study in this direction is justification of the methodical approach to development of measures on further ensuring of efficiency of marketing activity.

Keywords: efficiency of marketing activity; integral indicator; theory of fuzzy sets; membership functions; clear and unclear conditions of membership (search for similar items in EconPapers)
Date: 2013
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