Transformation of marketing: a socio-ethical aspect.
The article reviews the reasons for concentration of the domestic producers on the approaches of operational marketing and changes in the material-spiritual values of the Ukrainians because of its influence; the differences between the instrumental (operational) marketing and marketing of relations are described; the advantages of the use of marketing of relations are formulated both for users and producers; measures necessary for integration of marketing of relations into the market activity of domestic producers have been worked out.