Abstract

Article is devoted the analysis of modern approaches to understanding of the marketing tool of definition of strategic targets – trendwatching. Historical development of a direction and sights of leading scientists of the present which is carrying out its practical application are considered. The basic components of trendwatching complex and methods of their application are defined. It is used one of methodological approaches for the analysis of new trends of the market of educational services of Ukraine and granting of recommendations concerning perspective directions of development of the Sumy state university.

Keywords: tendency, trend, innovation, trendwatching, trendsetting, trendhunting (coolhunting), higher education institutions

Cite as: Illiashenko N. & Rosohataya, A. (2011). Trendwatching as the tool of definition of strategic directions of development. Marketing and Management of Innovations, 1, 29-35. https://doi.org/10.21272/mmi.2011.1-02

This work is licensed under a Creative Commons Attribution 4.0 International License

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