MARKETING EVOLUTION: CONSUMER INTEGRATION INTO THE ECOSY-STEAM OF THE ENTERPRISE
Actual questions of the evolution of marketing are considered at different levels of theoretical discussion and practical application of tools. The openness of a number of conceptual issues, the insufficiency of individual tools, and the slowing down of the response to the theoretical development of provisions in comparison with practice are often interpreted as a crisis or even a collapse of the marketing concept. At the same time, marketing is a dynamically developing scientific discipline that flexibly adapts to changes in the external environment. The central figure of the marketing concept is the consumer, whose role is largely determined by both philosophy and practical tools of market activity. The goal of the study is to determine the evolution of marketing in the context of company relations with consumers. The study uses an ecosystem approach to economic processes and phenomena. The main results of the study include systematization of ideas about the evolution of marketing, a description of the stages of development from the point of view of the role of the consumer and the nature of partnerships with enterprises, and also reveals a structural diagram of the evolution of marketing provisions, which demonstrates the trend of changing relations with consumers at various stages, identifies the main ways of the consumer integration in the enterprise ecosystem.
Keywords: consumers, enterprise ecosystem, marketing concept, marketing evolution, marketing 4.0.
Highlights:
the analysis of the evolution of marketing and its individual stages allows us to form an idea of the diversity of approaches that do not affect the key marketing figure, namely the consumer;
the evolution of the marketing concept determines the transformation of autonomous, object, subject, integrated relations with consumers;
the trends in the evolutionary development include processes associated with changes in the life cycle, expansion of product and territorial boundaries of markets, with the priority of forming a personalized offer and in-depth study of consumer behavior;
the consumer integration in the enterprise ecosystem is associated with the implementation of knowledge and consumer education systems, interactive interaction with them, “co-creation” in the process of creating innovations, changes in consumption patterns.
Natalia S. Kisteneva, Candidate of Economics, Associate Professor of Samara State University of Economics. E-mail: kisteneva@inbox.ru