DEVELOPMENT OF THE COMMUNICATIVE SPACE OF INCLUSION IN THE CONTEXT OF THE EVOLUTION OF MARKETING

The paper presents the results of a scientific-theoretical approach to the development of marketing and its concepts within the framework of the communicative space. The essence of the concept of "communicative space" is considered, the multi-vector nature of this phenomenon is shown, its semantic field is built and the author's interpretation of the concept of communicative space is proposed. The models of perception of the communicative space are systematized. The stages of the evolution of marketing development and the temporary formation of its concepts are analyzed. The period of the emergence of inclusion as an integral part of the functioning of society is highlighted. It has been proved that the communicative space in the process of the formation of marketing as a systemic activity has expanded and transformed in accordance with scientific and technological progress, digitalization of society and inclusive directions of its development