THE EVOLUTION OF THE MARKETING PARADIGM

Authors

Keywords
marketing, marketing paradigm, values-based marketing, collaborative marketing, cultural commitment marketing, spiritual marketing.

Abstract
: The evolution of the marketing paradigm. Over the last decade, marketing has started to develop new content in its paradigm, based on rethinking existing marketing hypotheses for identifying, studying and solving the problems of economic life. Under the influence of revolutionary changes in business and of society 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 marketing system. Thus the marketing approach to business management acquires new conceptual, problem and instrumental dimensions.

JEL: M30; M31
Pages: 15

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