Technologies of marketing forecasting and planning in modern unstable conditions of economic development

D. R. Akchurina ()

Scientific notes of the Russian academy of entrepreneurship, 2024, vol. 23, issue 3

Abstract: The article is devoted to the analysis of popular traditional technologies of marketing forecasting and planning, which maintain a high level of effectiveness today (according to practicing marketers and analytical agencies), as well as a description of innovative forecasting technologies in marketing, which are demonstrating an increasing increase in popularity among specialists (artificial intelligence and Big Data). In addition, the concept of marketing forecasting is defined and the key objects of this process are described. A conclusion is drawn about the effectiveness of a synergistic approach in choosing technologies for marketing forecasting and planning, which involves a combination of traditional tools and innovative technologies.    Â

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cvt:journl:y:2024:id:1054

DOI: 10.24182/2073-6258-2024-23-3-51-56

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