Marketing Development in a Turbulent Environment: Theoretical Aspects

At the stage of transformation of the marketing development strategy, it is important to pay attention to the evolution of the theoretical aspects of marketing development in a turbulent environment and the specifics of the scientific and methodological aspects of marketing development in a turbulent environment. In conditions of economic instability and uncertainty in science and scientific activity, the search for new vectors, ways, and directions of transformation of spheres of activity and economic sectors of various forms of ownership is intensifying. Marketing strategies and marketing management policies of enterprises, organizations and institutions require new scientific, methodological and practical approaches, conceptual models for the development of marketing and business in general, in order to create adequate conditions for the organization of marketing activities in conditions of turbulence. Turbulence, as an economic category, can be characterized as a state of uncertainty and ambiguity that arises as a result of crisis phenomena or unforeseen situations, which leads to a shortening of the life cycles of goods and services, a high level of competition in the market of goods and services, an ever-changing organizational structure, and the need for immediate response to changes to ensure the “survival” of enterprises, organizations and institutions, the systematic formation of anti-crisis strategies in order to adapt to the conditions of turbulence in the market of goods and services. A turbulent environment arises synchronously and systematically and affects all life cycles of goods and services and is characteristic of new markets and manifests itself among innovative business development programs. We will systematize the material and define an action plan in case the company gets into a “turbulence zone”. To form an enterprise development strategy, marketers shape their activities according to a plan.