CYCLIC NATURE OF MARKETING PARADIGMS

Abstract

The article provides the forecast for dynamics of paradigmal development of marketing. The most realistic is a scenario of partners' relations of dominating producer and supplier of trade offer over their buyer/customer leaving marketing paradigm in order to enhance, reform innovatively and adapt in accordance with the shift of technological mode and customer/buyer psychology. While studying the cyclic nature of marketing paradigms the author comes to the conclusion that they represent the dynamic cyclic model 'Wheel of Marketing Paradigms'. All stages of paradigmal cycle, including their modifications are present in target segments of the market simultaneously at the expense of customer loyalty train, which possesses a clear situational character. This fact stipulates a migration nature of target customer segments within the frames of the total volume of customer/buyer audience.

Keywords

• эволюция маркетинговых парадигм
• маркетинг партнерских отношений
• трансформационный маркетинг
• цикл маркетинговых парадигм