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Abstract:The relevance of the current study is conditioned by the need to forecast the structure of methodological tools, effectively reflecting the interests of participants of product distribution through better perception of their own benefits. This forecast might be possible with the right choice of marketing paradigms decisions at a certain time point with the necessary adjustment of the business and marketing practices. This choice gives the possibility to increase the efficiency of commercial activities of the participants of the product distribution. The aim of the study is to carry out the analysis of the evolution of marketing paradigms and concepts, identifying the stages of the evolution, rationale and feasibility of the transformation of the marketing paradigms on the example of best marketing practices. Objectives of the research is systematization of marketing paradigms, identification of their strengths, weaknesses and key differences from each other, characteristics of the fundamental differences of paradigms from concepts of marketing, revealing laws of the development of marketing paradigms. The subject of the research is the peculiarities and distinctive features of marketing paradigms and concepts, processes of their evolution and also the scientific outlook on the further development and possible transformation. The results of the study are the patterns identified, forecast of the evolution and transformation of the marketing paradigms, the establishment of the principle of cyclical paradigms as the inherent property of the evolutionary process that is an element of scientific novelty that meets all its characteristics such as uniqueness, repeatability, validity, practical significance and objectivity.

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