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Evolution Of The Theoretical Foundations For Marketing In The Context Of The New Economy Formation

Author

Listed:
  • 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)

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.

Suggested Citation

  • Nataliya G. Larkina & Georgi V. Ovcharenko & Alexei V. Tagaev, 2018. "Evolution Of The Theoretical Foundations For Marketing In The Context Of The New Economy Formation," CBU International Conference Proceedings, ISE Research Institute, vol. 6(0), pages 288-295, September.
    • Handle: RePEc:aad:iseicj:v:6:y:2018:i:0:p:288-295
    DOI: 10.12955/cbup.v6.1171
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    More about this item

    Keywords

    evolutioninnovative marketing; ecological ethics; mission; innovative image; neo-information technologies.;
    All these keywords.

    JEL classification:

    • E60 - Macroeconomics and Monetary Economics - - Macroeconomic Policy, Macroeconomic Aspects of Public Finance, and General Outlook - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O11 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Macroeconomic Analyses of Economic Development

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