Criteria and Methods for Evaluating Marketing Strategy in Service Enterprises

This article analyzes the development of a marketing strategy for service enterprises, its effective implementation, and the assessment of the level of effectiveness. Research conducted by foreign scientists in this area is studied in detail. It also examines the importance of planning principles in the marketing assessment process, the need to formulate a strategy for assessing the growth of an enterprise based on a three-stage analysis, the main stages of marketing control, the goals of the marketing program within the production department, as well as the criteria and methods used in assessing the marketing strategy, and the influence of macro and microenvironmental factors.