MARKETING APPROACHES AMID RAPID TECHNOLOGICAL SHIFTS: FORECASTING AND FLEXIBILITY

Abstract

In the context of accelerated dynamism in innovative products, marketing strategies play a significant role in developing the global economy. This study aims to summarise the system of forming a business marketing strategy in a transformative economic environment amidst dynamic innovation. It also highlights the main contributions of the scientific community regarding the increasing role of marketing in implementing innovations in the business environment. Furthermore, the key technological trends of the present are identified and characterised. The interdependence between the growth of innovation ratings and the creation of additional value in the national and global economy is established. The main directions of marketing strategy adaptation and anticipation are outlined. The features and principles of marketing for dynamic technological innovations are delineated. An analysis of the principles of adaptation and anticipation marketing strategies is conducted. A comparative analysis of proactive and reactive marketing is carried out.