EVOLUTION OF THE COMMUNICATION COMPONENT ROLE IN MARKETING CONCEPTS

Анотація

The stages of the marketing concept evolution are considered. They are: the production concept, the product concept, the selling concept, the marketing concept, the holistic marketing concept, the communication concept. It is determined that the choice of the marketing instruments depends on the main goal and market orientation of the company.

The role of the communication component in this process is investigated. The prerequisites of communication marketing concept formation are set up. This concept defines the communication as the key element of the marketing management.  The most important economic prerequisites are: the dominance of the new technological order in the economy, the increase in the scientific-and-technological and cultural level of the society, the widening of the informational exchange system, the creation of the market of information and knowledge, the formation of the global information and communication space.

It is generalized, that the process of new information society formation, where information flows between market participants are dominant,  transforms the main objective of the company: changing of the enterprise activity focus from production of goods and commercial efforts to promote them to establishing long-term mutually beneficial relationships with customers, government, partners, and society as well as within the organization and marketing communication is the major factor in the success of this process.