2024 № 4 Енергозбереження. Енергетика. Енергоаудит
Постійне посилання колекціїhttps://repository.kpi.kharkov.ua/handle/KhPI-Press/80493
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Документ Mechanisms of using foresight methods to increase the efficiency of innovative marketing(Національний технічний університет "Харківський політехнічний інститут", 2024) Poliakova, Tetiana; Mekhovych, KaterynaThe article considers some of the theoretical issues regarding the methods of using the Foresight technology in determining the formats and mechanisms of strategic forecasting. This is a relevant topic from the point of view of the revival of the economy of Ukraine. The essence and structure of foresight methods are considered, their features are highlighted. Various approaches to defining this definition are presented. The proper interpretation of the concept of "foresight" is proposed as a special unifying technology for forming priorities for the strategic development of countries, regions, and enterprises and society, which allows to unite all interested parties on the basis of a transparent vision of possible development scenarios and agree on the most expedient option from the point of view of risks and the most effective from the point of view of economic consequences. Separate attention is paid to the tasks of innovative marketing. The connection between innovative marketing and the methods of foresight technologies is substantiated. The characteristics of innovative marketing are given. The article substantiates that the use of foresight methods will have an additional effect in marketing research and will significantly affect strategic planning. It is proven that such a mechanism will ensure transparent interaction within the triple spiral and with society. In turn, such interaction will give impetus to the achievement of the country's strategic goals in the economy, social sphere, and public policy.