The impact of global economic crises on the evolution of marketing

Global economic crises are radically changing business conditions, leaving companies facing the need to adapt to new realities. Reduced purchasing power, increased uncertainty and changing consumer behavior require a revision of traditional marketing approaches. The relevance of the topic is due to the fact that in a crisis, marketing becomes not just a tool for promotion, but the basis for survival and business development. The purpose of this study is to identify the patterns of evolution of marketing concepts in the context of global economic crises and identify key areas for adapting marketing strategies, taking into account the specifics of the Russian economy and market. The generalization of the main stages and trends of the evolution of marketing concepts in the context of global economic crises made it possible to identify general development conditions and predict marketing solutions for future crises in Russia based on historical patterns.