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Journal: Herald of Kyiv National University of Trade and Economics (Vol.87, No. 1)

Publication Date:

Authors : ;

Page : 39-54

Keywords : marketing; international marketing; innovation; marketing concepts; business experience; global recession; demand.;

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The interconnection between modern development of the world economy and marketing paradigm change is analyzed. International marketing environment is defined to be transformed through modernization of its basic institutions and components. Its most influential elements are state regulation in terms of economy openness, business behavior models, consumption culture, consumption behavior priorities and influence of consumer rights protection unions on business and society that change under inner and outer factors. The necessity of a deep analysis of marketing qualitative inner changes due to new geoeconomic, technologic and innovative possibilities is demonstrated. The evolution of international marketing theory approaches in aspect of innovation component enhancement is analyzed. The expansion of marketing innovative priorities in the so-called neotechnological direction in 60?80-th of the twentieth century is investigated. On the basis of transnational production and distribution networks study the varieties of marketing technology transfer policy are systematized. These varieties differ with the innovation production center approach and the approach of the interrelation between the parent company and its subdivisions outside the origin country. The thesis about amplification of S. Linder's methods in the cross-demand theory is substantiated and new sectors of the international trade for its implementation are identified. The amplification of the empirical basis for the S. Linder's theory is proved. This amplification is based as on the trade intensification between the traditional entities of the world commodity interchange (the developed countries' cross trade), as on the intra-industry trade development between the new world consumption and distribution centers such as BRICS and new G7. The new marketing approaches and concepts that disclose the ground of the modern trends in the global marketing environment, and initiate the classic marketing paradigm review are highlighted. The “blue ocean strategy”, the “purple cow strategy”, the “funky business concept”, the “economic experience concept”, the “open innovations concept”, etc. are disclosed. The result of the investigation is revealed in the conclusions concerning the transformation of the modern marketing theory and practice with regard to permanent transformation of the international marketing environment. The key innovations in marketing priorities system concerning relations between consumer and society, intercompany contracts, marketing innovation sources and mechanism of its transfer, consumer communication technologies, enhancement of the professional and social societies' influence are defined.

Last modified: 2016-10-27 17:21:57