The theoretical heritage of marketing management: a retrospective analysis

Economic Annals-ХХI: Volume 194, Issue (11-12), Pages: 128-134

Citation information:
Shumakova, I., Voronov, A., Peresypkin, A., & Danilova, E. (2021). The theoretical heritage of marketing management: a retrospective analysis. Economic Annals-XXI, 194(11-12), 128-134. doi:

Irina Shumakova
PhD (Pedagogy),
Associate Professor of the
Department for Pedagogy,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation

Aleksandr Voronov
D.Sc. (Economics),
Professor of the
Department of Management and Marketing,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation

Andrey Peresypkin
PhD (Pedagogy),
Associate Professor of
Department for the Second Foreign Language and Cross-Cultural Communication,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation

Elena Danilova
PhD (Philology),
Associate Professor of the
Department for English Philology and Cross-Cultural Communication,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation

The scientific heritage of marketing management: retrospective and genetic analysis

Abstract. The paper presents scientific views reflecting marketing management specifics which explains the timely character of the study. The argumentative logics has been used to verify the hypothesis about the impossibility to substantiate promising lines of marketing management research without identifying blanc spots in the scientific basis of respective area of expertise. Systemic chronological and retrospective analysis of the theoretical works was employed in order to achieve the results. The findings give a detailed explication of the scientific landscape which reflects the viewpoints of marketing management issues. The main conclusion is that the thesis of the «ideal marketing management» concept which allows for the requirements of all contemporary marketing systems participants to be fully met as of today, has a fragmentary character. The findings can be employed in further theoretical research in marketing and other fields of knowledge.

Keywords: Economics; Marketing; Management; Economic Theory; Scientific Basis; Viewpoints

JEL Classification: A20; B10; B40; Е64

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the authors upon request.



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Received 6.08.2021
Received in revised form 11.09.2021
Accepted 23.09.2021
Available online 27.12.2021