Information technology in the system of purchasing decision-making based on models of long-term and short-term marketing actions

It is necessary to make decisions depending on the behavior of buyers in the market to estimate the size of the enterprise and its market potential. Possible marketing activities in these conditions involve the increase in the value chain, incorporating into an integrated market system. The article provides information technology for using long-term and short-term marketing actions, as well as the classification system management models for purchasing decision-making process, testing the model on a specific example of the enterprise "Gigant". An example of using Koyck and goodwill models concerned with the prediction of the marketing expenditures, depending on the buyers\´ behavior.