Use of heurestic methods in marketing modeling

The features of the mechanism heuristic methods application in marketing modeling are investigated this paper. essence economic analysis advertising is revealed. Approaches to media planning using analyzed detail. Step-by-step evaluation matrix and expert preferences for ranking criteria proposed. use integrated models campaigns substantiated. Mathematical expressions their construction presented. advantages terms evaluating «Delphi» method processing results iterative opinions convergence options choice It proved that market economy importance processes growing firstly it necessary test on laboratory models, then current conditions model required quality activities market. During crisis most companies need strategic forecasting purpose advisable analysis. (methods activating creativity, non-standard thinking) include group generating solutions problems. determined search diverse both creativity modification combination. proposed conduct several stages. For purpose, step-by-step including thirty steps used. In paper used, as they a set logical mathematical techniques, result which experts receive information making informed rational management decisions. Both non-directional brainstorming, assessments, associations analogies, control questions, collective notebook directional search, algorithm solving inventive problems used investigation. Heuristic because involve study formalization human thinking various improve choosing optimal type advertising, carried out four stages has clear basis. offered definition complex priority third stage possible estimate qualitatively selected advertising. indicator each defined sum products relative priorities evaluation. receiving highest can be considered best one company.