THE EVOLUTION OF THE MARKETING PARADIGM

Authors

Keywords
marketing, marketing paradigm, values-based marketing, collabora¬tive marketing, cultural commitment marketing, spiritual marketing.

Abstract
: The evolution of the marketing paradigm. Over the last decade, mar¬ket¬ing has started to develop new content in its paradigm, based on rethinking existing mar¬keting hypotheses for identifying, studying and solving the problems of economic life. Un¬der the influence of revolutionary changes in business and of so¬cie¬ty in general, the interest of business in human values and public welfare has increasingly become a topical issue. The article reveals the logic of the evolution of the marketing paradigm of business from products and their sale (product-centric), through to the market represented by buyers (market-centric) to people, their values and spirit (human-centric). It discusses the main points of historical and logical developments in the conceptual aspects of the marketing paradigm. It also examines the new content of the modern marketing paradigm - oriented towards taking into account human values and spirit to enhance public welfare and safety. This article also presents new directions in the development of the marketing concept and of the mar¬keting system. Thus the marketing approach to business management acquires new conceptual, problem and instrumental dimensions.

JEL: M30; M31
Pages: 15

To view the full text of the article click on the relevant button below.

More titles

  • RISK AS PART OF THE ACCOUNTING PROFESSION

    This study characterises accounting occupational risk by examining its sources. It describes the effects and seeks opportunities to minimise them. Risk is an integral part of the accounting profession. It has been quite ex-haustively discussed in literature, but in terms of accounting it has not been studied enough – it has not been given enough ...

  • RESEARCH ON THE CORRELATION BETWEEN INNOVATIVE ACTIVITIES AND COMPETITIVENESS IN BULGARIAN COMPANIES

    This article throws light on the theoretical and practical aspects of the existing bilateral correlation between innovative activity, innovative activities and company competitiveness. In the course of this analysis it is emphasised that, on the one hand, the level of company competitiveness in organisations which determines the intensity of ...

  • ENGINES FOR SEARCHING THE INTERNET

    After a fifteen-year period of increasing interest on the part of the author in engines used for searching for information on the Internet, this article discusses the changes which have taken place throughout this period of their development. The aim of this article is to note the major features of the most popular search engines around at the ...