MARKETING PARADOXES: EXPLICATION OF SOME BASIC MARKETING PARADOXES

This paper aims to clarify the relationship between marketing and important economic/business categories internal two fundamental principles. The author used a qualitative approach determine existence of mentioned paradoxes, i.e., using logic-verbal methods is usual in economic theory/philosophy where rational discussion essence understanding phenomena delivering significant insights. results showed three existing contemporary paradoxes. first paradox sales/entrepreneurship, satisfying wishes needs customers salesman/entrepreneur. second consumer/homo economicus because their conflicting goals. third intramarketing paradox, old new basic principles, substantial incompatibility dubious effect on consumer well-being. A limitation this lack mainstream that does not emphasize concepts contradictions absence quantitative methodology for testing theses/conclusions. theoretically unsolvable paradoxes solving can be facilitated by finding dialectical compromise achieving contradictory goals closest optimal win-win principle. Solutions only one parties should dominantly benefit (win-lose) are no use.