Innovation science and technologiy Volume 2 Issue 2 (2026)
CRITERIA FOR EVALUATING THE EFFECTIVENESS OF MARKETING ACTIVITIES IN CONSTRUCTION MATERIALS MANUFACTURING ENTERPRISES
Uzakova, Umida
Abstract
The study systematically examined the theoretical foundations of criteria for evaluating marketing activityeffectiveness in construction materials manufacturing enterprises. The main theoretical approaches to measuringmarketing effectiveness — financial, market, customer, and process performance criteria — were comparativelyanalyzed. Conceptual foundations of a multi-level criteria system and a balanced evaluation model were developed.The sectoral adaptation of the marketing metrics system was theoretically substantiated, taking into account the specificcharacteristics of the construction materials industry. The results demonstrated that the integrated application of financialand non-financial criteria contributed to improving the quality of marketing management
marketing effectiveness, evaluation criteria, construction materials, marketing metrics, marketing ROI, customer value.
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