Benchmarking as the principle for forming and accepting marketing solutions

The article reveals the question of using benchmarking to form and make a marketing decision. The author singled out the main theoretical essence of benchmarking and its relevance to the use of domestic small and medium-sized businesses. The main positive aspects of benchmarking in the conditions of the modern market economy and its expediency are analyzed. The main shortcomings of benchmarking and complications that can be caused due to them are identified. In conclusion, the author gives an assessment of the impact of benchmarking on the formation and adoption of the right marketing solution.