MARKETING PLANNING IN TURBULENT MARKET CONDITIONS

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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Publication Details

Journal
Moscow Economic Journal
Published
2026-02-28
DOI
https://doi.org/10.55186/2413046x_2026_11_2_25
Primary Topic
Marketing and Advertising Strategies
Type
article
Field-Weighted Citation Impact
0.00
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article

MARKETING PLANNING IN TURBULENT MARKET CONDITIONS

Elena Savinova
Moscow Economic Journal
Marketing and Advertising Strategies
article

MARKETING PLANNING IN TURBULENT MARKET CONDITIONS

Elena Savinova
article en

Abstract

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.

Moscow Economic Journal
Plekhanov Russian University of Economics (RU)
Openalex Percentile: Top 22%
Marketing and Advertising Strategies
DOIOpen Access PDFOpenAlex
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