FUTURE STUDY IMPLEMENTATION INTO MARKETING ACTIVITY OF COMPANIES

Abstract

Business forecasting has turned into a popular and trending order of researches, particularly under the conditions of the pandemic of the coronavirus disease. In contrast to numerous reports of general forecasts for markets, which are widely available, marketers of the ordinary companies need a simple initial guideline of implementation future study principles into their marketing activity. In the article the two ways were proposed to the marketers of the companies: the external collaboration with companies which specialize on business forecasting, and internal implementation of business forecasting into the marketing activity of the company. In article it was shown that the hectic marketing demand on future studies, business forecasting and developing of individual recommendations on the basis of these future studies could provoke and lead to marketing myopia as on the level of the representatives of the data industry as on the level of the ordinary companies. The internal forecasting was proposed for the companies as more effective. The article highlighted the special marketing role of understanding of history of economics in the process of internal business forecasting and future studies in the marketing activity of companies. In the article there were also represented the evolution of marketing specialists, approaches to marketing and forecasting. It was highlighted that initially this process was asynchronic in different countries in the world, but later it was synchronized. The importance of the development startup projects in industrial scales was grounded by the conditions of global uncertainty. It assumes the necessity of scaling up the number of innovative projects developed by the company. New thinkers among marketing specialists have to appear for being able to create effective forecasts. In the article the economic relations forecasting model was proposed on the basis of the system-synergy paradigm and the model of evolution and revolution of economic relations. It assumes the particular cyclic scenario of the economic development that gives the marketers the key principles for their marketing forecasting and leading the future economic relations with their consumers. Marketing insights of the possible future evolutionary and revolutionary dynamics of economic relations, possible future economic values open for the marketers the opportunity to develop and rule consumers’ needs for the benefits of thefuture of the humankind.

Keywords

• marketing activity, future study, marketing evolution, business forecasting, uncertainty, economic relations forecasting model, model of evolution and revolution of economic relations