Abstract

The rapidly evolving landscape of marketing management necessitates innovative approaches to address emerging challenges and opportunities. This paper introduces a scenario-based conceptual framework designed to enhance strategic decision-making in marketing. By integrating contemporary paradigms such as digital transformation, consumer-centricity, sustainability, and data-driven insights, this framework provides a robust foundation for navigating the complexities of modern markets. We explore how scenario planning, grounded in real-world contingencies and predictive analytics, can inform adaptive strategies that align with dynamic consumer behaviors and technological advancements. The proposed framework aims to equip marketers with the tools to anticipate shifts, mitigate risks, and capitalize on new growth avenues, ultimately fostering a more agile and responsive marketing ecosystem. Through comprehensive analysis and case studies, we demonstrate the practical application and benefits of this approach, offering a forward-thinking model that bridges theoretical constructs with actionable insights.