The typology of marketing models in the correlation with the evolution of strategic management theory

The article examines the evolution of the strategic management theory and identifies four stages that correspond to different dominant paradigms and instruments. The authors show a gradual strengthening of the role of marketing as a factor of competitive advantage as a result of increased competition and complexity of the external environment. This forces companies to move on to client-oriented business models and building business ecosystems as new forms of industrial architecture. The article proposes a typology of marketing models depending on the company''s innovation model, the degree to which marketing is integrated into strategic decision making processes and the company''s position in the value chain. As a trend of marketing models, the transition to models of personalized interactive marketing is revealed. As new marketing models, the authors propose a model of sustainable marketing, focused on solving the problems facing the entire business ecosystem.