TO THE QUESTION ABOUT RELATIONSHIPS BETWEEN THEORIES OF INSTITUTIONALISM AND MARKETING
Three main questions are considered: 1) basic principles of the theory of institutionalism; 2) the evolution of modern concepts of marketing theory; 3) the interrelation of theories of institutionalism and marketing. It has been revealed that, to date, sociologists, lawyers, and economists view the institute as “social rules of the game”, some kind of restrictive framework (political, social, economic). It is shown that within the institution four key tools are involved in the implementation of human relationships: A) formal rules, or a general legislative order along with its components (constitution, laws, property rights, etc.); B) institutional structures (organizations); B) informal restrictions (norms, customs, rules and traditions of behavior, taboos, etc.); D) mechanisms to ensure the implementation of the first two rules. It is shown that these four tools determine human relationships within the institute and can be used as methodological tools for determining the specific features of various institutions. The foreign theories of the evolution of marketing of Philip Kotler, Robert Keith, Robert Bartels, Dionora Grьnday, and other scientists, as well as some aspects of St. Petersburg, Moscow and Yekaterinburg scientific schools of marketing are considered. It is shown that the evolution of marketing theories is not complete and is in the stage of active formation. It has been established that theories of institutionalism and marketing have common connections, determined by the following provisions: 1) as the market develops and the management processes become more complex, both as a separate firm and as a state and society, the role of institutions as “social rules of the game” increases; 2) the harmonization of interests of market actors can be carried out by marketing as one of the mechanisms for ensuring formal and informal rules of social institutions; 3) human relationships within the institution are formed through marketing, since it becomes a vital philosophy that shapes the common values and culture of production and consumption.
Keywords: institute, institutionalism, marketing, evolution of marketing, marketing concepts, economic schools, economic theory.
Highlights:
♦ three main questions were considered: 1) basic principles of the theory of institutionalism; 2) the evolution of modern concepts of marketing theory; 3) the interrelation of the theories of institutionalism and marketing;
♦ the ories of institutionalism and marketing have common connections, due to the increasing role of institutions as “social rules of the game”, as well as coordination of interests of market actors and the formation of human relationships within the institution through market tools, including marketing.
Galina V. Astratova, Doctor of Economics, Candidate of Technical Sciences, Professor, Head of the Department of Economics, Housing, Public Utilities and Energy; Maxim A. Kocheryan, Head of the Department of Sports-mass and Recreational Work, senior lecturer of the Department of physical education and sport - Ural State Economic University, Yekaterinburg.