Theoretical and methodological essence of foresight marketing of information technologies

The aim of the article is to study the theoretical foundations and develop methodological approaches to the application of foresight marketing in the field of information technology, based on a comprehensive analysis of modern concepts of forecasting and marketing strategy. Analysis results. The application of the foresight methodology for strategic planning and forecasting of the development of the IT sector is considered. The current state of the definition of the term "foresight" is investigated, a detailed analysis of the advantages and disadvantages of the existing definitions is carried out. The author's definition of the terms "foresight" is provided and the definition of the term "foresight marketing" is proposed for the first time. A schematic scheme of foresight as an economic category is developed, which includes the basic components of foresight: foresight philosophy (theory), foresight products and foresight processes. The existing principles in the theory of foresight are supplemented with new ones, in particular, it is proposed to consider the stakeholder approach, predictive activity, expertise and analytics as principles of foresight. Particular attention is paid to the methods of expert assessment, classification of foresight types to determine priority areas of scientific research and technological innovations. Additional criteria for the classification of foresight have been identified and substantiated, which significantly expand its areas of use and influence. Comparative positions of Ukraine on developed high technologies in the context of international cooperation and competitiveness are analyzed. Recommendations for the integration of foresight approaches into the marketing activities of IT enterprises to ensure sustainable development and adaptation to dynamic market changes are proposed. It has been proved that foresight, as an economic category, is an important tool for strategic planning and forecasting, which allows determining long-term priorities for the development of the economy and society. It is aimed at identifying promising areas of scientific and technological progress and innovations that can provide the maximum positive impact on the economic development of Ukraine in the future. Conclusions and direction for further research. As a result of the study, it was found that foresight marketing of information technologies is a multifaceted economic category that combines the tools of forecasting, strategic planning and innovative development based on the analysis of dynamic market changes. Theoretical and methodological analysis proves that foresight marketing is an important means not only of adaptation to changes, but also of active influence on the formation of the future economic space in the field of IT. of the existing scientific approaches, a comprehensive methodological model of foresight marketing of information technologies was formulated, which includes the stages of identification of future trends, expert forecasting, scenario planning and development of innovative strategies of market behavior. Particular attention is paid to determining the role of key stakeholders, forming mechanisms for communication between them, and involving them in foresight research processes. Most of the proposals provided in the article are extraordinary, offered for the first time and require further elaboration, clarification and development, especially in the practical aspect. Therefore, the authors associate the prospects for further research with the deepening of the development of industry specifications for foresight marketing, the adaptation of methods to the conditions of different types of markets and the integration of artificial intelligence tools to improve forecasting processes in the IT field.