EVOLUTION OF MARKETING CONCEPTS IN THE CONTEXT OF SOCIO-ECONOMIC TRANSFORMATIONS

Abstract

The article examines the evolution of marketing concepts in the context of socio-economic transformations. The study is based on the transformation of consumer needs, which are transformed in accordance with the development of human social structures. The main stages of the development of marketing thinking are considered: from production and sales orientation to the concept of socio-ethical, digital and marketing relationships. It is established that the change in approaches to marketing is due to the influence of globalization, digitalization, increased competition and the growth of the role of the consumer. The study separately highlights the main key elements of each of the existing marketing concepts. Special attention is paid to modern trends, in particular the development of sustainable and socially responsible marketing. Elements of socio-ethical marketing continue to be introduced into a wide variety of areas of human activity. In particular, there are many programs related to ecology in the world, specialized funds operate to support the disabled, targeted scholarships are paid to talented pupils and students, etc. In the conditions of the modern rapid development of the latest production of goods and services, the formation of new concepts of entrepreneurship, which marketing will use in the future, is obvious. In particular, the formation of the concept of anticipatory marketing is already being traced, the essence of which is to predict needs and requests that have not yet arisen, but may arise in the near future. The role of socially responsible marketing in modern society and its increasing importance in modern conditions in Ukraine are determined. It is substantiated that modern marketing is transformed into a strategic management function aimed at creating value for the consumer and society. The prospects for the development of marketing concepts in the face of global challenges are determined. It goes beyond traditional marketing, taking into account the interests of society and the environment. According to research, modern consumers expect from business not only high-quality goods, but also responsible behavior, support for social initiatives and environmental responsibility.