THE PARADIGM OF MARKETING ACTIVITIES IN THE CONTEXT OF THE VIEWS OF PETER THIEL, MARK ANDREESSEN AND THE PALANTIR MANIFESTO

Abstract

The article examines the transformation of the marketing paradigm in the context of high-tech development and geopolitical changes through the prism of Peter Thiel, Marc Andreessen, and the ideology of Palantir Technologies. It is argued that the classical Kotlerian marketing model, based on the 4P concept and focused on meeting existing needs in a competitive environment, loses its explanatory power for the deep tech, enterprise, and defense tech markets. Instead, a new paradigm is being formed in which marketing is integrated into the product, distribution, and strategic positioning of the company. It is established that P. Thiel's approach emphasizes the creation of monopoly market positions, the integration of sales into product design, and the priority of distribution as a key factor of success. M. Andreessen's product-market fit concept defines empirical confirmation of demand as a prerequisite for any marketing activity and shifts the focus from promotion to product-market fit. Palantir's practice demonstrates a radical model of "forward deployed engineering", where marketing is transformed into a process of co-creation of value with the client, and also acquires an ideological and geopolitical dimension. The paper proves that the new paradigm is characterized by a transition from market-oriented to product- and monopoly-oriented logic, from mass promotion to viral growth and data-driven solutions, as well as from the functional role of marketing to its integration into engineering and management processes. It is determined that modern marketing is increasingly acquiring the features of an engineering and analytical system, where algorithms, big data and digital platforms play a key role. Special attention is paid to comparing this paradigm with the concept of sustainable development, which allowed to identify contradictions between the technological accelerator and the principles of ecological and social balance. The impact of different paradigms on the transformation of the marketing mix (4P, 7P, 12P, SIVA, 3E3A) is shown, in particular in the direction of digitalization, platformization and hyperpersonalization. The practical significance of the results lies in the formation of a synthetic framework for understanding marketing as a tool not only for commercial success, but also for creating new markets, technological dominance and strategic development in the context of global competition.