Маркетинг як нова філософія організації сучасного бізнесу

Abstract: The article examines marketing as a new philosophy of modern business organization. The approaches of domestic and foreign authors who interpret marketing not only as a sales tool, but as a strategic concept of enterprise management are analyzed. Special attention is paid to the transformation of marketing into a partnership philosophy focused on meeting consumer needs, building long-term relationships, and ensuring business competitiveness. It is emphasized that modern marketing includes social responsibility and the creation of value for all stakeholders. It is concluded that marketing is an integral part of strategic enterprise development and the basis for its success in the global market. The purpose of the research is to provide a comprehensive analysis of marketing as a new philosophy of modern business organization, to generalize the approaches of domestic and foreign scholars, and to determine its role in ensuring enterprise competitiveness under conditions of globalization and dynamic market changes. Methods. In the research process, a complex of general scientific and special methods was used. Analysis and synthesis - to study the essence of marketing as a business philosophy and generalize the approaches of various authors. Comparative method - to compare the positions of domestic and foreign researchers on the role of marketing in modern business. System approach - to consider marketing as an integrated component of enterprise management. Abstract-logical method - to formulate conclusions and proposals. Methods of theoretical generalization - to determine the place of marketing in ensuring the competitiveness of business. Results. The results of the study confirm that marketing today is not only a tool for influencing the consumer, but also a key philosophy of business organization, which determines the strategic orientations of the enterprise, its values, and interaction with society. Conclusions. The research revealed that marketing in modern business has ceased to be only a sales tool and has evolved into a philosophy of enterprise management. Various authors emphasize its role as a strategic concept aimed at meeting consumer needs, creating value, and building long-term relationships. Ukrainian scholars highlight the significance of marketing as a managerial paradigm that ensures competitiveness and sustainable development of enterprises under globalization. Thus, marketing today serves as a fundamental business philosophy that defines the company's strategy, mission, and interaction with society.