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Liburkina L. M.

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Evolutionary Development of Marketing Management Paradigms in Enterprises
Rudenko V. S.

Rudenko, Valentyna S. (2025) “Evolutionary Development of Marketing Management Paradigms in Enterprises.” Business Inform 9:515–523.
https://doi.org/10.32983/2222-4459-2025-9-515-523

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138

Abstract:
The article explores the evolution of marketing management paradigms in the context of market environment transformation, changing consumer priorities, and the development of digital technologies. A theoretical and methodological analysis of key approaches to marketing management is carried out, tracing their progression from transactional models to the service-dominant logic based on value co-creation with the customer. The author systematizes the contentual characteristics of dominant paradigms: the shift in focus from product to interaction, the transition from a passive to an active role of the customer, and the evolution from the 4Ps to co-creation models (go-creation). The fundamental differences between the transactional and service paradigms are visualized, demonstrating the transformation of marketing thinking in strategic management. The study emphasizes the need for enterprises to adapt to new market conditions by implementing ethical, digital, cognitive, and green marketing approaches. Special attention is paid to the Ukrainian context, where three models of marketing management adaptation are identified – reactive, proactive, and adaptive. Practical cases of Ukrainian companies such as «Nova Poshta», «Obolon», and MHP are analyzed, illustrating the application of contemporary marketing tools: digital service transformation, promotion of socially responsible branding, and integration of ESG principles. As a result of the study, it is concluded that the transformation of marketing management paradigms is a response to the demands of sustainable development, globalization, changes in consumer behavior, and the growing digitalization of business. The author proposes a vision for the future directions of marketing management evolution, including the expansion of brand value systems, strengthening of customer relationships through communication personalization, increased use of artificial intelligence in predicting consumer behavior, and the integration of social responsibility into corporate strategy. The practical value of the article lies in the applicability of its results for updating the marketing strategies of Ukrainian enterprises in accordance with contemporary challenges.

Keywords: marketing management, paradigm, service-dominant logic, digital marketing, ethical marketing, neuromarketing, green marketing, customer orientation, transformation, adaptation.

Fig.: 4. Tabl.: 2. Bibl.: 16.

Rudenko Valentyna S. – PhD, Associate Professor, Department of Management, Borys Grinchenko Kyiv Metropolitan University (18/2 Bulvarno-Kudriavska Str., Kyiv, 04053, Ukraine)
Email: [email protected]

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