The rationale for the selection of the network method of marketing budget planning

The article compares the existing methods of marketing budgeting taking into account consumer preferences, which were identified during the marketing research using the method of in-depth interview. There has been proved a competitive advantage of network methods in marketing budgeting on the basis of adaptation to galloping changes in the external environment of the organization. The conditions of application of network methods of budgeting have been formulated, based on them an algorithm for choosing a specific method from network budget planning methods has been developed.