Генезис процесу відокремлення маркетингу від економічної теорії

Abstract

UA: Визначення та теоретичне обґрунтування взаємозв'язків між економічною теорією та маркетингом, з'ясування впливу економічних закономірностей, принципів і моделей на формування маркетингових стратегій, процесів та рішень, а також оцінювання значення економічної теорії як наукової бази для підвищення ефективності економіки та маркетингової діяльності зокрема, в умовах сучасного ринкового середовища є зараз недооціненими. Доведена необхідність подальшого більш глибокого вивчення сучасних економічний теорій маркетингу, як основи для забезпечення розвитку та ефективності функціонування сучасного бізнесу.

EN: The genesis of the process of separating marketing from economic theory is an important aspect for understanding the evolution of modern economic and management sciences. The emergence of marketing as an independent field of knowledge is associated with changes in economic conditions, the development of production, the complication of market relations and the need for a deeper analysis of consumer behavior. However, despite the significant contribution of marketing to the development of business practice, aspects of its separation from economic theory remain unexplored, in particular: historical, economic and social factors that contributed to the formation of marketing as a separate discipline; key theoretical and methodological differences between marketing and traditional economic theory; the evolution of the marketing concept under the influence of changes in the global economy and technological progress. The definition and theoretical substantiation of the relationships between economic theory and marketing, the clarification of the influence of economic laws, principles and models on the formation of marketing strategies, processes and decisions, as well as the assessment of the importance of economic theory as a scientific basis for increasing the efficiency of the economy and marketing activities in particular, in the conditions of the modern market environment are currently underestimated. The proposed scientific research attempts to draw attention to this problem and prove the need for a deeper study of modern economic theories for the further development of marketing. Modern marketing has further diverged from traditional economic theory by integrating psychology, data analytics, and digital technologies. Concepts like consumer segmentation, emotional branding, and AI-driven personalization now define marketing strategies, requiring adaptive frameworks beyond static economic models. However, the interdisciplinary connection remains vital-economic theories (game theory, information asymmetry, elasticity) still underpin pricing, competition, and market analysis. The paper highlights unresolved questions, including the impact of globalization and digital transformation on marketing’s theoretical autonomy, and calls for deeper research into hybrid models that merge economic rigor with marketing innovation. Ultimately, understanding this separation enhances strategic decision-making, ensuring marketing’s relevance in an era of rapid technological and socioeconomic change.