FINANCIAL ASSETS AS DRIVER OF THE EFFICIENCY OF VARIOUS DIRECTIONS OF BUSINESS ACTIVITY

In this article, we examine the role of financial assets as a key instrument for improving enterprise management efficiency, with a particular focus on marketing activities under the conditions of globalization, digital transformation, and increasing competition. We substantiate the relationship between financial asset management and the effectiveness of marketing decision-making, emphasizing that strategically managed financial resources strengthen enterprise adaptability, stability, and innovation capacity. We compare approaches to financial asset evaluation according to NAS 13 and IFRS, identifying major differences in classification detail, valuation methodology, and disclosure requirements. We also analyze key risks – credit, liquidity, and market – and develop recommendations for incorporating risk assessment into marketing budget formation and resource planning. In our analysis, we identify the main functions of financial assets in marketing, including ensuring liquidity, financing promotional campaigns, supporting pricing strategies, and fostering customer relationship management, brand development, and digital transformation. We critically review domestic and international research to reveal the absence of a unified methodological framework for classifying and assessing financial assets and to justify the need for integrating financial and marketing analytics. We propose directions for improving financial asset management systems that align liquidity, profitability, and risk indicators with marketing performance metrics such as ROI and CLV. Our findings show that rational financial asset management enhances the return on marketing investments, stabilizes communication cycles, minimizes underfunding risks, and supports the creation of sustainable competitive advantages. We argue that companies can use these approaches to react more dynamically to market changes, maintain brand continuity, and allocate financial resources more effectively to achieve sustainable growth in both national and global markets. Ultimately, we demonstrate that strategic financial asset management serves as a catalyst for increasing marketing effectiveness and strengthening the overall competitiveness of enterprises.