Abstract:

The article proposes a marketing activity management system for a small consulting organization. The management mechanism includes simulating different options of management decisions and choosing the best option based on the simulation results. The system being proposed can be used for management decision making in an unstable external environment. Marketing activity management, as seen in this work, includes determining the following managed parameters: promotion activity; minimum acceptable order volume; order execution mode. A decision is made as each new order emerges. Based on the measured parameter values, they are forecast for the purpose of further modeling. The order intensity is forecast for each of the considered promotion options. The described management system makes it possible to select the best management decision in an unstable external environment.