Evolution of competitive marketing strategies in entrepreneurship: retrospective analysis, current state, and development prospects

Abstract

The article analyzes the main approaches of Russian and foreign scholars to classifying the stages of marketing development. The relevance of the study is determined by the need for a comprehensive analysis of the evolution of marketing
and by the key role of marketing strategies in ensuring the sustainable functioning of business structures, as well as in maintaining their competitiveness in a dynamically developing market. The purpose of the article is to substantiate the importance
of analyzing previous marketing concepts in order to gain a deeper understanding of current characteristics and to predict
future development trends, as well as to formulate criteria for the periodization of marketing and competitive marketing
strategies. The scientific novelty lies in the development of criteria for the periodization of marketing, taking into account the
tools used to update competitive marketing strategies, as well as in the authors’ classification of the main stages of marketing
development based on the proposed criteria. The practical conclusions can be used in the study of university disciplines related to marketing and entrepreneurial competitiveness. The analysis of the current state of competitive marketing strategies
and the prospects for their development presented in the article, taking into account the most significant marketing tools,
will help entrepreneurial structures choose strategies and tools that correspond to their goals and determine priority areas for
resource concentration