HOLISTIC PARADIGM MARKETING AS A RESULT OF THE EVOLUTION OF MANAGEMENT CONCEPTS
The article describes the author's vision of becoming a holistic marketing concept. Considered traditional management concepts, as well as modern marketing concept, bor Vova from Western sources in terms of their applicability to Russian enterprises. A generalized model of the evolution of management concepts depending on the scope and purposes of the study, as well as shows the grouping of factors, divide them into traditional and modern. The specificity of the most important views on the nature of the paradigm of holistic marketing. The problems of communication range marketing.