THE DEVELOPMENT OF THE PRINCIPLE OF CONSUMER ORIENTATION IN THE CONTEXT OF MODERN MARKETING

The article is devoted to the development of the principle of consumer orientation in modern marketing. The evolution of various scientific positions and approaches to understanding consumer orientation is considered, starting from the production paradigm and ending with modern methods of segmentation and personalization. Special attention is paid to the integration of advanced analytical tools and digital platforms that provide a deep understanding of the needs and preferences of the target audience. The limitations of each approach are analyzed and recommendations for overcoming them are proposed.