Improving the Company’s Marketing Strategy Using Benchmarking Tools: the Example of “General Electric” Company

In this paper, the process of forming the information society was considered as one of the main prerequisites for the growth in demand for marketing strategies, as well as the effectiveness of the marketing benchmarking tool for improving the marketing strategies of companies in modern market conditions, using the example of General Electric. So, on the basis of statistical data, namely: the dynamics of the population of the earth, life expectancy, per capita GDP, labor market demand for qualified marketers, the dynamics of Internet users, causal links were established with the introduction of the notion of information society, parallel tightening of competition, development of discipline marketing, increasing demand for methods to improve marketing strategies. The marketing tool benchmarking, its characteristics, types and stages of use was also considered comprehensively, which is especially important due to its widespread distribution as one of the most universal methods for increasing the efficiency of the enterprise.