APPLICATION OF SCENARIO PLANNING IN MARKETING OF THE ENTERPRISE
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Abstract
Application of scenario approach in marketing planning is considered. Nowadays, in conditions of strict competition, market volatility, increase in costs application of scenario planning is one of the most powerful tools used by different companies, enterprises and organizations in the competition for the consumer. The necessity of application of scenario approach in marketing planning is noted, the analysis of literature devoted to this problem is given. The author proposes methodology of developing scenarios of marketing activities, represents the types of marketing scenarios according to the status of key factors, gives recommendations on improvement of marketing activities according to the type of marketing scenario.
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References
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