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Marketing: A Global Perspective Embedded on Local Focus
The evolution of marketing paradigms has been shaped by global transformations such as digitalization, platformization, and increasing turbulence of economic and institutional environments. While traditional transactional and customer-oriented models dominated the 20th century, recent research highlights a shift towards human-centric approaches. This dynamic context requires revisiting the conceptual foundations of marketing and tracing how global changes are locally embedded.
The article aims to examine the evolution of marketing on a global scale and to analyze how these global trajectories are reflected and transformed in the Russian context. The purpose is to identify both universal and country-specific trajectories of marketing development, thereby contributing to the theoretical debate on marketing paradigms and offering practical insights for adaptation in turbulent environments.