Aim of article is to analyze marketing mix theoretical aspects. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures. The importance of each element depends not only on the company and its activities, but also on the competition and time. All marketing elements are interrelated and should be seen in the whole of their actions. Some items may have greater importance than others; it depends mainly on the company's strategy and its activities. Companies that provide services - the provision of services will be a key element. Article arises research questions is marketing mix create added value for enterprises. There are used scientific literature and analysis methods in article. An analysis of the scientific literature, it can be said that the marketing mix measures are the actions and measures necessary to achieve marketing goals. Marketing elements: product, price, place and promotion are used for marketing objectives. These instruments operate most efficiently when all the elements are combined and working together.

Electronic commerce in the world is becoming an increasingly popular form of trade. Most shoppers start looking for products, descriptions and quality features online before buying a product. In order to provide customers with more convenience, more and more companies and existing stores are setting up their own online stores where a person can buy at a convenient time, even at night when regular stores are no longer working. Online stores allow you to save time spent by a person searching for a particular product and driving through shops. The article analyzes the concept of e-commerce, the advantages and disadvantages of electronic commerce, and the situation of electronic commerce in Lithuania.

The article analyzes rebranding definitions, rebranding advantages and disadvantages, rebranding case analysis. Rebranding is a calculated solution. This is a deliberate decision to improve the reputation and image of your business. A new brand identity can complement the company both internally and externally.

The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze in the article, like capital market-oriented brand value model, Aaker's brand value model, the Interbrand Brand Assessment Methodology, which helps evaluate brand value and benefit.

The article analyses the following issues: 1. Needs of evaluation. 2. Evaluation techniques and tools. 3. Effectiveness, performance and results. 4. Theoretical views on organizational effectiveness. 5. Transport organizational effectiveness. Transport effectiveness refers to the effectiveness of transport agency's organizational systems in achieving its internal and external objectives. 6. Effective internal performance systems. 7. A model of transport organizational effectiveness. 8. Efficiency criterion.