GENERALIZED MODEL OF THE ENTERPRISE MARKETING ACTIVITY MANAGEMENT
Information overload is a definitive trait of both modern society in general and markets in particular. Advanced development of digital technologies causes profound changes in ways how existing markets function, decline and new markets begin its existence; new market institutions emerge. Hence, mechanisms of interaction between enterprises and their customers change so that classic marketing approaches and models become obsolete. Explosive growth of number of marketing tools available for enterprise leads to the fact that existing models can’t promise same utility for different firms. Today, a set of tools used by a company to engage and retain its customers changes at rapid pace. Companies need to excel at all the touchpoints with their customers in order to remain being successful competitors. A need in generalized, modular marketing model arise. A need in a model that would let its users to build specific models for specific cases taking into account as many factors of customers’ behavior as possible. Informational impact generated by an enterprise, such as ads, publications, commercials, suggestions, post-purchase support and other controllable tools affect customers and their impressions only in the interaction with uncontrollable effects of both societal and economic environments. Moreover, effects of different tools for different products work based on very different mechanics. Particular attention should be paid to modelling influences of unknown nature and can’t be described explicitly via equations and require a use of black-box-like models such as artificial neural networks. Described generalized model suggest incorporating uncontrollable effects of unknown nature by using artificial neural network to calculate some parameter based on uncontrollable inputs and use it further as one of the inputs that influences effectivity of an impact caused by controllable factors.