Methods to create the system of preventive marketing for high-tech industrial enterprises

The prerequisites for the use of preventive marketing by industrial enterprises are revealed. The distinctive features of preventive marketing are determined. The basic principles of its formation are defined. The research clarifies the category of preventive marketing, reveals its fundamental components, and defines the methodical stages to create the system of preventive marketing. The latter include the identification of the system of “weak signals” determining the trends towards the target segments construction at high-tech industrial enterprises in the light of changed technological structure; the application of neural networks to predict the target segments development; the elaboration of a mechanism for creating a prototype of the “future market”; the development of a set of preventive marketing tools; the creation of strategic scenarios for the preventive marketing system development; the evaluation of effective use of preventive marketing. While creating the system of preventive marketing, the authors proved the necessity of neural networks and the theory of weak signals applied in this regard.