КОНЦЕПТУАЛЬНИЙ РОЗВИТОК СУЧАСНИХ МАРКЕТИНГОВИХ СИСТЕМ

Abstract

The article defines approaches to the formation of a modern concept of the development of marketing systems based on self-organization, which is dictated by the process of modernization of marketing goals and functions over the past twenty-five years in the domestic economy. The marketing system is presented as a certain type of system, which consists of heterogeneous interconnected and interacting subsystems, which are created by individuals on the basis of a feedback mechanism. The main concepts are considered: development, evolution, growth, marketing system. The mechanisms of the relationship between self-organization and the organization in its development are analyzed. Researched: processes of transformation of marketing systems, their dynamic balance; phenomena of imbalance and cyclicity as a manifestation of the general organization of matter; verification of signs of developing systems was carried out; defined bifurcation points in the process of evolution of complex systems; different goals of modern economic growth; determination of general provisions in the behavior of a self-organized system; requirements for limiting system development; classification of external factors influencing the development of the marketing system; features of closed and open economies. The formed conceptual approaches will contribute to the formation of a scientifically based marketing policy at different levels of management. The very transition from one attractor to another causes significant fluctuations in the economic system, which immediately affects the activity of the marketing system. The marketing system also shows instability. In various sectors of the economy, both significant losses and excess profits are possible. The appearance of surplus profit allows the widespread implementation of achievements of scientific and technical progress in production. This corresponds to the fact that after passing the bifurcation point, the economy enters an upswing phase. Accordingly, the marketing system also develops dynamically, rebuilding its structure, connections, and components. The external appearance of this process will be the appearance of new marketing concepts that try to take into account the changing market situation.