The article examines how marketing planning impacts companies in turbulent market conditions, suggesting the need for a flexible approach.
The article examines the historical aspect of the emergence of worldview concepts such as SPOD, VUCA, BANI, SHIVA, and TACI. It analyzes the impact of these concepts on marketing in companies. The article also explores the need for companies to adopt a flexible approach to marketing planning and highlights the benefits of this approach in today's turbulent market conditions.
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Elena Savinova (2026) studied this question.
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