Форсайт аутсорсингу маркетингових послуг в Україні

Анотація

The article examines trends and prospects for the development of the marketing services market in Ukraine, considering the specific characteristics of outsourcing models. The relevance of the topic is determined by the impact of military and socio-economic challenges, the digitalisation of business processes, and integration into the European space.The purpose of this article is to identify trends and prospects for the development of marketing services outsourcing in Ukraine, considering its foresight. The work analyses changes in the volume of the marketing services market from 2010 to 2024, identifies the peculiarities of development in the main areas – advertising and market research – and traces the structure of the advertising segment by type of media. The study revealed that the marketing services market is susceptible to crises but demonstrates a high capacity for recovery, as evidenced by a sharp decline in 2022 followed by a subsequent recovery in 2023-2024. It was found that the key growth factors are digitalisation, increased flexibility in budgeting and a stronger focus on customer retention. At the same time, the main problems persist, including the reduction of the consumer base due to migration, a shortage of highly qualified personnel, a decline in the population's purchasing power, and economic instability. The results of the forecast modelling until 2034 indicate a gradual growth in market volume, with an average annual increase of UAH 3-4 billion, which creates a basis for developing long-term planning strategies and forming sustainable business models.The research hypothesis was confirmed: outsourcing marketing services is becoming a key tool for ensuring the sustainability of companies, allowing them to adapt more effectively to uncertainty and increase competitiveness.The scientific and practical significance of the work lies in the fact that the results obtained can serve as a basis for making informed management decisions, enhancing the strategic planning system, and developing adaptive marketing strategies in the complex conditions of the Ukrainian economy.

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