agile as a clause for the implementation of proactive marketing.

Abstract

The article deals with the expediency of applying modern methods of organizing the work of marketing activities. The author made an attempt to substantiate the preference of cognitive marketing in ensuring a long-term competitive advantage. The concept of a "proactive" strategy in management and marketing is described in detail. The necessity of using the agile methodology in strategic management and in marketing communications with the end user is substantiated. Recommendations are offered for achieving competitiveness of an economic entity by using a combination of proactive strategy and agile methodology of interaction with the consumer. A possible example of using the category of "superconsumers" is given, and its subsequent isolation from the total number of consumers. The general directions of activity for its achievement are defined, with the selection of certain directions of the marketing service, its staffing. A vision is given regarding the development of the subject matter of this study.