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

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

doi:10.12955/cbup.v6.1171

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

DOI: https://doi.org/10.12955/cbup.v6.1171

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

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.

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