Frolov D.P. VULGARIZATION OF THE MARKETING THEORY AND WAYS OF ITS OVERCOMING

Frolov D.P.

Doctor of economic sciences, Associate Professor, Head of Marketing and Advertising department, Volgograd State University ( This email address is being protected from spambots. You need JavaScript enabled to view it. )


annotationIn the article the current status of the modern marketing theory is critically analyzed. The new definition of marketing in its three aspects unity is substantiated. The inconsistency of a marketing-mix treatment in model «4Р» and its derivative variants is proved. The author offers perspective directions of theoretical researches in the field of marketing.

Key words: theory of marketing, heuristics, gnoseological institutional «traps», marketingmix, behaviour of consumers, market environment.

 

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VULGARIZATION OF THE MARKETING THEORY AND WAYS OF ITS OVERCOMING by Frolov D.P. is licensed under a Creative Commons Attribution 4.0 International License.
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