THE IMPACT OF THE BANI WORLD ON THE DEVELOPMENT OF MARKETING STRATEGIES AND THE WORK OF MARKETERS

Abstract

The use of established marketing strategies in today's reality, based on long-term forecasts and plans, the structure of systems and data, as well as a clear understanding of the stability of data, is increasingly failing to produce positive results, reflecting the ineffectiveness of the systems being used. As a result, businesses are forced to seek new strategies for survival and growth in a world characterized by fragility, uncertainty, nonlinearity, and the incomprehensibility of the universe. This article explores the impact of the BANI world on marketing activities, identifies challenges for marketers, describes changes in marketing strategies, and provides tools for navigating these new challenges.