FORESIGHT METHODS TOOLS FOR INNOVATIVE MARKETING AND DIGITAL MARKET FORESIGHT

Abstract. The article considers the issue of using foresight methods for innovative marketing. Special attention is paid to theoretical issues of digital market foresight. It is noted that there is a growing need for the use of proactive forecasting tools that allow not only to analyze current trends, but also to form alternative scenarios for the development of the market, technologies and consumer models. It is substantiated that the scientific and practical problem is the systematization of foresight methods tools for innovative marketing and the formation of a conceptual model of digital market foresight as an integrated system of strategic prediction of market transformations. A unified classification of foresight methods tools for innovative marketing has been developed. The methodological basis of the proposed classification is based on the functional role of tools in the marketing decision-making system. Unlike traditional foresight classifications (expert, scenario, analytical methods), this system groups tools according to their contribution to the formation of future marketing decisions. Five functional classes of the classification have been identified: change scanning tools, interpretation of future market states, scenario modeling, strategic market design, validation and coordination of decisions and summarized in classification tables. A detailed description of the specified tools is provided. It is emphasized that the use of formalized indicators of scenario evaluation allows quantitatively measuring the economic efficiency of alternative options for the marketing future, reducing strategic uncertainty and increasing the validity of management decisions. A mathematical model for assessing the effectiveness of the NPV scenario for implementing digital market foresight is proposed.