Analysis of methodological presumptions for optimisation of marketing programmes

The analysis focuses on researches on optimisation of marketing programmes conducted over the last decade. On one hand, methods and models suggested by the researchers as well as results obtained by experimental modelling do not comply with contemporary marketing needs and therefore can hardly be used in practice. On the other hand, they are treated as a significant basis for the development of methodological research. Given the results of the analysis, the systemic guidelines were designed. The guidelines were concretised according to specifications based on three models required for marketing programme optimisation. The presentation of the specifications is based on fundamental determinants for the content and composition of models, which are as follow: practice requirements, existing methodological assumptions and methods for applied decisions.