ECONOMIC AND MATHEMATICAL APPARATUS IN MARKETING COMMUNICATIONS RESEARCH

Abstract

Despite growing interest in the use of mathematical tools in marketing development, its application is relatively limited and still not widely accepted in everyday marketing decision-making. Many marketers still overlook this connection, or at least the need to focus on it when implementing a marketing plan. In the current digital environment, the greatest challenge remains translating mathematical ideas into recommendations and actions that can directly influence the formation and functioning of marketing plans. This article develops a mechanism for the effective interaction of economic and mathe-matical tools and marketing communications, presenting a roadmap for this process.