Evolution of the marketing theory: genesis, conception, periodization

The aim of this article. The article deals with evolution of the marketing theory in it genesis context, modern conception, periodization. Mercantilism, classical and neoclassical political economy, marginalism, institutionalism are distinguished as scientific sources of marketing. One defines that modern marketing conception is a socially responsible marketing form, based on mass individualization, the highest customer value supply, consumers problems effective solving. The marketing theory periodization is suggested, which includes three stages: classical marketing conception forming stage, based on consumer orientation; social and ethic marketing conception forming stage; the social and ethic marketing conception forming stage, based on mass individualization, the highest customer value supply, consumers problems effective solving.The results of the analysis. Marketing theory, appeared at the industrial humans development stage during buyers market formation and sales problem aggravation, is a regular result of the mercantilism development, classical and neoclassical political economy, marginalism, institutionalism.The modern marketing conception is social and responsible marketing conception, based on mass individualization, maximal consumer value supplies, consumers problems optimal solving.Periodization of the marketing theory has to be built on the following principle: state of the marketing theory development new marketing conception, which correspond the proper economy development. Each marketing conception defines essence of the period, preconditions the scientific value of the derived methodological investigations and marketing activity efficiency from the viewpoint of the problem solving, which caused marketing appearing, sales optimization. There are three stages in the marketing theory development: ) stage of the classical marketing conception formation, based on consumer orientation (1900-1970 early industrial economy); b) stage of the social and ethic marketing conception formation stage (1970-2000 later industrial economy); c) stage of the social and ethic marketing conception formation stage, based on mass individualization, supplies of the maximal consumer value and consumers problems optimal solving (since 2000 postindustrial economy).Conclusions and directions for further research. Rushes of the social and economic development in society precondition increase both local and global problems. Thus, the modern marketing actively gains the social and ethic form, mass individualized marketing. In further studies it is planned to develop scientific and methodic fundament to unite modern marketing theory, which is preconditioned by the conception, suggested in the article, using informational and communicative technologies.