Logic of Development of Marketing and Essence of Marketing
In the published textbook chapter by Alexander Pankruкhin «Marketing» the logic of development of marketing on the basis of the of its paradigms' changes -from «neoclassical» via «conflict» to the «contact» paradigm is considered. In fact, the development of marketing deals with the fighting against consumers' mind, competition for a place in their minds with other companies to cooperation with consumers. The essence of marketing in this context is defined as working with consumer values. It is noted that in real life, different paradigms can coexist in a particular business entity, and the question is which of the paradigms as well as theories and concepts within its framework dominates.