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

Nataliya G. Larkina (), Georgi V. Ovcharenko () and Alexei V. Tagaev ()
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Nataliya G. Larkina: Department of Marketing and Communications in Business at Southern Federal University, Rostov-on-Don
Georgi V. Ovcharenko: Department of Management, the South-Russian Institute of Management of Russian Presidential Academy of National Economy and Public Administration (SRIM RANEPA/Institute), Rostov-on-Don
Alexei V. Tagaev: Department of Management, the South-Russian Institute of Management of Russian Presidential Academy of National Economy and Public Administration (SRIM RANEPA/Institute), Rostov-on-Don

CBU International Conference Proceedings, 2018, vol. 6, issue 0, 288-295

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: evolutioninnovative marketing; ecological ethics; mission; innovative image; neo-information technologies. (search for similar items in EconPapers)
JEL-codes: E60 M31 O11 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aad:iseicj:v:6:y:2018:i:0:p:288-295

DOI: 10.12955/cbup.v6.1171

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