EVOLUTIONARY APPROACH TO THE SYSTEMATIZATION OF MARKETING CONCEPTS

Abstract

The article examines the evolutionary development of marketing concepts as a scientific and practical basis for managing enterprise activities in a market economy. It is demonstrated that the emergence and transformation of marketing are driven by the need to balance supply and demand, the formation of a competitive environment, and the impact of scientific and technological progress.

The study generalizes scientific approaches to defining the essence of a marketing concept, which is interpreted as a business philosophy, a system of ideas and strategies, or a way of aligning production capabilities with market needs. Particular attention is paid to the historical classification of marketing concepts proposed by Philip Kotler, including the concepts of production improvement, product improvement, intensification of commercial efforts, target marketing, and societal marketing.

It is substantiated that the transformation of these concepts is associated with changes in consumer behavior, the role of the state, the level of competition, and global economic conditions. The paper highlights that domestic marketing practice has followed the stages of global evolution with a certain time lag, adapting established models and forming a foundation for the development of modern alternative approaches.