| | | | PROBLEMS OF MODERN ECONOMICS, N 2 (74), 2020 | | | | PROBLEMS OF MARKETING. LOGISTICS | | | Maslova T. D.
Chair of Applied Economics, St. Petersburg State University of Economics, V.I. Ulyianov (Lenin) Saint Petersburg Electrotechnical University, PhD (Economics), Professor
Bozhuk S. G.
Chair of Marketing, Higher School of Service and Trade, Institute of Industrial Management, Economics and Trade, Peter the Great St. Petersburg Polytechnic University, PhD (Economics), Professor
Galileev M. M.
Assistant Professor, Chair of Higher Mathematics, St. Petersburg State University of Economics, PhD (Physics, Mathematics)
Smirnova D. V.
PhD student, Chair of Marketing, St. Petersburg State Economic University
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| | | The article focuses on the mechanism and the algorithm with regards to the implementation of the complex marketing planning (CMP) on the basis of network methods in the context of VUCA (volatility, uncertainty, complexity, ambiguity). The authors develop sub-processes aimed at selecting the complex of market methods planning: calculation (limitations or possibilities of singling out) and justification of the marketing budget with the use of the network model. Treatment of the marketing planning both as a process and as a result allows for economic justification of CMP rationality, as well as its further digitalization, as an important element of marketing architecture in the contemporary context. | | Key words: marketing, marketing changes, marketing planning, marketing budgeting, network planning methods | | Pages: 153 - 161 |
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