The dissertation is devoted to deepening of theoretical positions and substantiation of methodical bases of economic efficiency support of activity of the enterprise in marketing aspect and development of practical recommendations concerning their use in the course of functioning of industrial enterprises in the conditions of the external market environment which dynamically changes.
The paper develops separate definitions: "economic efficiency of the activity enterprise", that takes into account the objective capabilities and subjective expectations of the results of the enterprise; expectations correspond to the modern economic paradigm of functioning and development of business entities in a competitive environment; "marketing aspect", that unites the most influential actors in the environment in the triad of "suppliers - consumers - competitors", that is a priority to ensure the efficiency of the enterprise from the standpoint of its external environment. It is proved that the developed definitions are the basis for the developed methodological approaches to evaluate and improve the efficiency of economic entities.
According to the results of generalization of the existing methodological support for determining the economic efficiency of enterprises in the marketing aspect in the dissertation it is concluded that in methodological approaches to assessing the efficiency of the enterprise it is advisable to take into account the results of activities and costs and marketing activities.
The analysis of efficiency of functioning of the domestic industry in the international environment is carried out, the tendencies which characterize essential lag of Ukraine from the leading countries of the world are defined. In particular, the analysis of the rating of Ukraine's involvement in international trade, as an indicator of economic efficiency, shows that Ukraine's economic position has deteriorated significantly in almost all components, except for efficiency and transparency of economic flows in managing foreign economic activity.
The methodical approach to determining the economic efficiency of the enterprise by objective component, namely according to official statistical reporting, based on the use of integrated indicators in financial, personnel, production, innovation areas using a sound system of partial indicators, which are identified by the main identified explicit and latent trends in enterprises. According to the method of additive convolution, an integrated indicator of the efficiency of enterprises is calculated, which is the basis for its provision and improvement.
A methodical approach to determining the economic effectiveness of the enterprise by subjective component, namely according to experts, which is based on the formation of a sound system of qualitative indicators using expert methods and their subsequent transformation into quantitative indicators in marketing and information and communication areas to identify expectations and characteristics perception of the enterprise as effective from the standpoint of consumers, suppliers and competitors. Evaluation of the efficiency of enterprises by the subjective component is carried out on an integrated indicator, calculated by the method of additive convolution.
The use of a methodological approach will allow to take into account the effectiveness of information flows and the use of marketing support in determining the main directions of improving the efficiency of the enterprise in the marketing aspect.
The paper substantiates the main directions of improving the economic efficiency of enterprises in terms of objective and subjective components, which are specified in the project to improve the efficiency of the enterprise. The directions are based on integrated indicators taking into account the opinions of suppliers, competitors, consumers, which are proposed to be calculated for the first time simultaneously from the positions of consumers, suppliers and competitors on the relevant generalizing indicators, which will affect their effective demand. All integrated indicators to maintain the methodological unity of calculations are proposed to be determined by the method of additive convolution, taking into account the significance of partial indicators that are part of them.
The results of the dissertation were introduced into the work of LLC "Commercial and Industrial Company" NOVA "(reference № 24/3 from 23.01.2018 p.), PJSC" Kharkiv Bearing Plant "(reference № 36/1 from 04.02.2020). In the educational process of Kharkiv National Economic University named after Semyon Kuznets are used in the process of training: bachelors in specialty 073 "Management" (reference № 20/86 - 02 - 119/1 from 10.08.2020).
