The preconditions for the development of humanistic marketing in the nowadays context

Abstract

The article analyzes the existing preconditions for transition to a new marketing concept – humanistic marketing. The development of the marketing and its penetration into more and more spheres of life leads to constant increase in the level of meeting the needs of a person. At the same time, it quite paradoxically results in a substantial number of negative consequences for the society as a whole and for a person. Some authors point out the dehumanizing influence of marketing at several levels –the human person, communities, society and resources. That is facilitated by both the increasing processes of globalization and the achievements in scientific and technological progress, which make it possible to use, for example, the instruments of digital marketing to collect and analyze consumer data for consequent influencing his choice. As the positive impact of marketing concept upon an economy is also incontestable, there appears a clear need for both the producers and consumers to move to a new concept of humanistic marketing.