Abstract:

Competitiveness is one of conditions for economic recovery in the modern fierce competiveness environment. To facilitate product sales and be able to derive profit from business, a well thought-out and result-based marketing and management system is required. The objective of the study is to evaluate marketing and management efficiency of fisheries in Latvia. On the basis of the Sales Efficiency Ratio and Efficiency of Management Abilities Ratio developed by the author, the study provides evaluation and analysis of marketing and management efficiency of fisheries in Latvia. As a result of the study, the author established the level of marketing and management efficiency and the fields currently ensuring it in the fisheries sector as well as processes in the internal and external environment influencing the level. The elaborated methodology allows evaluating and analysing marketing and management efficiency in the national economy sectors of various countries. The results of the study can help the institutions and companies involved in the establishment and implementation of fisheries policy to develop, plan and improve the common policy in the sector more successfully.