COVID-19: New Challenges before Marketing and Actualization of its Role in the Development of Society

The generalization of events related to the emergence and spread of the COVID-19 pandemia (as well as a comparative analysis of the reaction of different types of socio-political systems) and current radical changes in world energy markets give theoretical, methodological and practical reasons to note that together, they act as challenges to marketing and, at the same time - as factors that significantly strengthening the role of marketing in ensuring not only economic but also institutional development of society. Such challenges and factors do not face other fundamental components of economic knowledge: neither before the economy, nor before finance, nor before management in the aggregate of all their modern schools and currents (this should be even more obvious in today's saturated deficit-free market). As a result, current and projected institutional, economic and natural-technical transformations have already transformed and will to a much greater extent form a new basic system of relations between producers and consumers, and a new system of relations between government and society, between authorities. and perso- nality and interpersonal relationships. This objectively determines the enrichment of the content of marketing and its conceptual foundations with new historical, legal, political, religious, national, mental, ethnic, moral, media, etc. components. Thus, we have a necessary and sufficient theoretical, methodological and applied practical basis to note: marketing at the turn of 20-30 years of the XXI century acquires its qualitatively new level and reaches a new concept. It may well be described as an "institutional concept of marketing."