MARKETING IN THE SYSTEM OF EFFICIENCY-BASED METRICS: TO THE PROBLEM OF ADEQUACY OF CONCEPTUAL SUPPORT OF MARKETING ACTIVITIES

Abstract

Perhaps, never before the term “efficiency”, and a wide group of associations and concepts related to
this word, was used so intensive like now. Here and there we hear the words “effective education”, “effective
science”, “effective medicine”, “effective social policy”, “effective management”, “effective marketing”, etc.
What stands behind the unusual “fashion” for the term, when the ordinary declaration of it is perceived as a
“coding word”, on the brink of the word’s magic, which a priory save us from the necessity to analyze the
situation.
By the way, behind this “dissipation of sense” of the word “efficiency” there is a phenomenon, which
may be named as “the crisis of efficiency”. Many specialists in the sphere of economics, management and
marketing begin to understand, that the evaluated verdicts “effective” or “ineffective” have a conditional, partial,
superficial and principally relative character. The difficulty of a real situation is that, the authors propose
to introduce a new subject-methodological line, based on marketing metrics, as a special interdisciplinary (or
better to say transdisciplinary) direction, which may be named as “system effectology”, and, in their turn,
may be used for the purposes of solution of wide class of problems concerning to various aspects of marketing
efficiency.