ENTREPRENEURIAL MARKETING: EVOLUTION AND DEVELOPMENT PROSPECTS

Germanchuk Alla Nikolaevna, Ivanchenko Stanislav Olegovich

The article considers the importance of entrepreneurial marketing in a dynamic and unstable external environment, providing a search for innovative solutions, new non-standard approaches to solving problems based on flexible creative thinking and adaptation of marketing strategies. A comparative characteristic of traditional and entrepreneurial marketing is given according to the criteria of goal, object, orientation, approach to strategy development, methods, result. The evolution of the formation of entrepreneurial marketing is considered and the stages of its development are systematized: intuitive, structured, interface of marketing and entrepreneurship, conceptualization of entrepreneurial marketing, digitalization of entrepreneurial marketing.

Keywords:marketing, entrepreneurial marketing, evolution of entrepreneurial marketing, innovation, digitalization of the economy