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Маркетинг: траектории развития и контуры новой парадигмы
Purpose: to substantiate the necessity of developing a new conceptual framework for marketing (paradigm shift) in the context of structural changes in the external environment, and to outline the contours of the emerging paradigm. Methodology: this paper is based on the author’s extensive experience teaching and researching the field of adapting marketing concepts to environmental changes in Russian conditions and systematizing key changes observed in the supply-demand ratio in the Russian market and marketing practices. The work is methodological in nature and reflects the results of two round tables initiated by the author and supported by the organizers of the first and second Eurasian Marketing Conferences. The author relies on the implementation of the approach from the abstract to the concrete and the ascent to the abstract in an attempt to establish a correspondence between the stages of changing the marketing concept and marketing practices. Findings: the author proposes a vision of the contours of a new marketing paradigm and the basis for developing criteria for evaluating marketing practices in a dynamic context, considering new management model benchmarks. The necessity of paradigm shifts and the transition to the next stage of marketing development in both concept analysis and marketing practices is substantiated. Originality and contribution: the dynamic context in considering marketing concepts forms a theoretical and methodological basis for classifying existing marketing practices, allowing their evaluation based on correspondence to a specific stage of the evolutionary development of the concept. The research contributes to the development of scientific approaches to studying marketing in the context of global challenges and modern emphases on human-centricity. The author strongly urges the continuation of the discussion on this pressing topic within and beyond the journal’s pages, and the popularization of new practices generated the present day process of seeking sustainable development in highly turbulent conditions.