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Published since 2002
Frequency: 4 issues per year
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Issue 2, 2004

Cherenkov V. I. Marketing Theory Evolution Versus Transformation of Dominant Marketing Paradigm

This article analyzes overseas and domestic versions of periods of the marketing theory evolution classification. Holistic system of those periods is defined and presented. As a background of the mentioned system, — the main trend of the marketing theory of the last half-century — a transformation from transaction marketing to relationship marketing — has been used. Having taken into account the development of the «integrated marketing communication» concept and estimated information technologies and systems as the most important sufficient condition for business globalization, the last period of the evolution is defined as the «global integrated communicative marketing». «Logical projection» of the marketing evolution periods onto scales of C.-E. Lynn’s «surviving paradigm» with analyzing of the total relationship marketing by E. Gummesson resulted in the conclusion about rather high levels of generalization and maturity achieved in the contemporary marketing theory.

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