Procedural approach to establishing cause-consequence relations of problem situations of marketing activity of enterprises on the basis of heuristic techniques

Abstract

In article the research has been carried out and in result it has been found out that the main focus of theorists and practitioners is on the process of overcoming the problems of a company while the logic of their development, procedural approach to establishing cause-consequence relations of problem situations of marketing activity of enterprises require additional development. A life cycle of problem situations of a company has been proposed, the logic of uprising of problem situation and peculiarities of its evolution by stages to ensure the formation of a new way of thinking called a problem one has been identified. The conventional division of the thinking process of analysts to identify the problems, determine their causes, develop the measures to solvation and consequent implementation has been formed. A procedural approach to identify the problems and their causes in marketing activity of a company has been proposed, the propositions on how to optimize the implementation of business process through the use of heuristic techniques have been provided which in its turn will contribute to making effective management decisions.

Keywords

• marketing activity
• procedural approach
• heuristic techniques
• problem situations