THE EMERGENCE OF MARKETING IN UKRAINE IN THE SOVIET PERIOD (1970—1991)
V.D. РRYLYUK
https://orcid.org/0009-0003-8927-8913
Taras Shevchenko National University of Kyiv, Ukraine
Nauka naukozn. 2024, 4(126): 78—94
https://doi.org/10.15407/sofs2024.04.078
Section: Science and technology history
Language: Ukrainian
Abstract: A review of publications on the development of marketing in the Soviet Union was made. It showed inadequate coverage of the genesis of marketing in 1970—1990s, which makes it difficult to understand subsequent events. The purpose of the article is to characterize the interconnected development of the economic, institutional, information and educational environment of marketing in 1970—1991 in the USSR as a basis for the rapid formation of marketing potential in Ukraine in the following years. The marketing environment was explored by system approach, with a comprehensive analysis of the evolution in its economic, institutional, informational, and educational components in the USSR as a necessary condition for the interpretation of subsequent trends of marketing in Ukraine. The functions of marketing in foreign economic activities of the USSR in this period are highlighted; it is demonstrated that selected marketing tools were used on the soviet domestic market on an ever wider scale. The increasing flow of information about the theory and practice of marketing was revealed, which pushed their introduction on the Ukrainian soil. The impact of market reforms in the economic management of the USSR on creating a friendly environment for the development of marketing theory and practice is shown. The forgotten details on innovations of the Institute for Cybernetics of the Academy of Sciences of the Ukrainian SSR in the infrastructure of marketing information environment, unprecedented in the USSR, were returned to the scientific discourse: Center for Exchange of Current Information on technical level of production, needs in scientific research, developments in process and ones designed for implementation; the system for computer soft ware forecasting of science and technology development; the creation of the first Laboratory for Marketing of Informatics Tools in the USSR. The priority of today’s Taras Shevchenko Kyiv National University in the publication of the first domestic book “Fundamentals of Marketing” (1989) and the creation of the first university department of marketing in Ukraine (1990) are highlighted.
Keywords: marketing, information environment, economic environment, educational environment, Institute for Cybernetics of the Academy of Sciences of the Ukrainian SSR, Laboratory for Marketing of Informatics Tools, Center for Exchange of Current Information.
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