THE PLACE OF MARKET FORESIGHT IN THE THEORY OF INNOVATIVE MARKETING EFFICIENCY

Abstract. The article proposes a new theoretical approach to the integration of marketing theory with effective forecasting methods and the implementation of a new methodology – market foresight. This is due to the fact that unforeseen market development scenarios negatively affect both the marketing strategy of enterprises and the efficiency of their production activities. Market foresight is a methodology that provides the ability to eliminate the risks of wasteful investments based on warning signals about their transformation. The market foresight methodology allows companies not only to assess the current state of the market, but also to actively predict future changes, preparing for them with the help of strategic scenarios and forecasting tools. It helps to find new opportunities, assess risks and adapt marketing strategies to changing market conditions. The formation of a marketing strategy based on foresight allows companies to prepare for future changes, focusing their activities on forecasts of consumer behavior, changes in technology and social trends. This allows companies not only to adapt to the future, but also to actively shape it, occupying leading positions in the market thanks to innovative approaches and effective risk management. The market foresight toolkit is substantiated, which includes the use of modern technologies, such as Data Science and AI, to predict market changes, as well as strategic planning tools, such as technological development maps. These tools allow companies to be more proactive in decision-making, planning technological innovations and analyzing the competitive environment, which ultimately provides a competitive advantage in the market.