EVOLUTION OF THE THEORETICAL FOUNDATIONS FOR MARKETING IN THE CONTEXT OF THE NEW ECONOMY FORMATION

Nataliya G. Larkina, Georgi V. Ovcharenko, Alexei V. Tagaev

Abstract


New paradigms affect major economic patterns and categories. This article discusses the semantic meaning of the evolution of marketing under the direction of socio-ecological processes in a new economy and grounds new understanding of the function of marketing. Authors provide a number of statements considering different views on the marketing essence, its ideas, and purpose. Moreover, the article describes a new approach to the specifics of innovative marketing in a neo-information society in a new economy. Authors give clear examples of innovative marketing in the context of a certain company and industry. The study concludes that the evolution of marketing indicates the real need for the development and creation of innovative marketing NEO-tools to determine the noo-sphere development of society. 


Keywords


evolution, innovative marketing, ecological ethics, mission, innovative image, neo-information technologies.

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DOI: http://dx.doi.org/10.12955/cbup.v6.1171

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