Development of a management model for the marketing activities of an industrial enterprise based on incoming controlled and uncontrolled variables
DOI:
https://doi.org/10.20397/2177-6652/2022.v22i4.2396Palavras-chave:
marketing activity management model, consumer behavior, cybernetic system, McKinsey model, neural networksResumo
Fundamental changes are taking place in the work of markets, and new market institutions are being formed in the context of the development of information and communication technologies. Accordingly, the interaction between enterprises and consumers of their products is changing; therefore, classical marketing models are losing their relevance. Thus, there is a need for such a model of management of marketing activities of an enterprise, with the help of which it is possible to predict the activities of specific enterprises, considering various factors of consumer behavior and effects arising under the influence of various marketing tools. In connection with the above, the purpose of the study is to build a model for managing the marketing activities of an industrial enterprise to improve the accuracy of forecasting the value of the target indicator of an advertising campaign. The authors of the study have analyzed the cybernetic management system, synthesized the cybernetic system and the McKinsey model, and built a generalized model for managing the marketing activities of the enterprise based on them. It has been concluded that the constructed model is able, with certain limitations, to predict the value of the target indicator of an advertising campaign based on incoming controlled and uncontrolled variables.
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