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This scientific work, titled "Everything new is well forgotten old or What is the 21st century all about?", addresses the fundamental significance of marketing, human-oriented approaches, and service quality across key economic and administrative sectors in the modern era. Originating from post-pandemic observations where individual value and customer care have become central to organizational survival, the publication investigates whether marketing is essential in service industries in the twenty-first century. The author explores theoretical concepts of general marketing, service marketing, human-centred public administration, and human resource management within the insurance sector, placing particular emphasis on the socioeconomic landscape of Uzbekistan.
Through a detailed examination of public administration models—such as New Public Management and Service Administration—and an empirical review of the local Uzbek insurance market, the study demonstrates that applying customer-centric and human-oriented strategies is vital for institutional effectiveness and societal well-being. The text highlights systemic challenges, including the shortage of specialized educational programs, low awareness among consumers, and traditional bureaucratic rigidities, while offering practical recommendations for curriculum reforms, professional training, and digital integration. Ultimately, the work establishes that sustainable organizational growth and public governance in the 21st century depend on embedding marketing principles that prioritize meeting the needs of citizens, customers, and employees alike.
Through a detailed examination of public administration models—such as New Public Management and Service Administration—and an empirical review of the local Uzbek insurance market, the study demonstrates that applying customer-centric and human-oriented strategies is vital for institutional effectiveness and societal well-being. The text highlights systemic challenges, including the shortage of specialized educational programs, low awareness among consumers, and traditional bureaucratic rigidities, while offering practical recommendations for curriculum reforms, professional training, and digital integration. Ultimately, the work establishes that sustainable organizational growth and public governance in the 21st century depend on embedding marketing principles that prioritize meeting the needs of citizens, customers, and employees alike.
Section
Abstract, Key words, Title: Introduces the work's central research question regarding the role of marketing in the 21st century. It emphasizes post-pandemic shifts toward human value, employee care, and customer satisfaction as vital elements for organizational success.
Introduction: Outlines the foundational role of marketing in developed market economies and its potential in transitional markets. It introduces marketing potential, workforce significance, the overarching research question, and two primary research objectives focused on desk research and service industries in Uzbekistan.
Methodology: Describes the secondary research methodology applied throughout the paper. It details how existing literature, academic journals, books, periodicals, and e-resources were evaluated to explore marketing's role in various service industries.
Literature Review: Provides an extensive analysis of foundational marketing definitions, evolving economic theories from Adam Smith to Philip Kotler, and theoretical debates surrounding goods versus services marketing. It tracks marketing's evolution in the US and its historical context in Uzbekistan.
Literature Review: Provides an extensive analysis of foundational marketing definitions, evolving economic theories from Adam Smith to Philip Kotler, and theoretical debates surrounding goods versus services marketing. It tracks marketing's evolution in the US and its historical context in Uzbekistan.
Section
Chapter 1. Marketing (1.1. The Importance of Marketing & 1.2. Marketing in Services): Examines marketing as a core management mechanism and dynamic philosophy. It details its essential function in mitigating overproduction, aligning supply and demand, managing labor resources, and driving continuous adaptation in fast-growing service sectors.
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Chapter 2. Human-Centred Public Administration (2.1–2.5): Explores modern public governance paradigms, focusing on New Public Management and service administration. It assesses customer-oriented public service innovations in Uzbekistan, such as People's Reception Offices, and calls for integrating marketing into public administration education.
Section
Chapter 3. Human Resources Benchmark for Insurance (3.1–3.4): Focuses on the insurance market as a human-capital-intensive service industry. It analyzes local market trends in Uzbekistan, specialized personnel shortages, higher education gaps, and offers strategic recommendations for multi-level insurance training systems.
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Chapter 4. P.S. Conclusion: Summarizes the study's primary findings, asserting that proper, responsible marketing and human-oriented approaches are essential for organizational survival, economic growth, human capital development, and societal well-being in the 21st century.
Section
Bibliography: Lists thirty-three academic references, textbooks, monographs, government publications, online sources, and legal research documents cited across the four chapters to support the theoretical and empirical analyses.
The academic publication titled "Everything new is well forgotten old or What is the 21st century all about?" presents a comprehensive analysis of the essential role that marketing, customer orientation, and human capital play in the contemporary post-pandemic global economy. The central theme of the research revolves around answering a pivotal Research Question: "Is Marketing essential in service industries in the 21st century?" To answer this question, the author structures the text logically into an introductory framework (including Abstract, Key Words, Introduction, Methodology, and Literature Review) followed by four distinct substantive chapters and a references section.
The initial sections establish the background of the study, noting how the COVID-19 pandemic highlighted human values, leading individuals to re-evaluate their self-worth and work environments. This re-evaluation forced service industries to move away from customer negligence toward empathy and care. The study posits that managing modern organizations—both private and public—requires an understanding that satisfying end consumers is inextricably linked to maintaining happy, highly competent, and well-valued employees. The methodology relies on comprehensive secondary desk research, reviewing academic literature, books, journal articles, legal frameworks, and digital publications to analyze service marketing trends generally and within the context of the Republic of Uzbekistan specifically.
In Chapter 1, "Marketing," the author explores the evolution and importance of marketing from classical economic theory to modern management practices. Beginning with Adam Smith's 1776 principle that consumption is the ultimate end of production, the narrative moves through landmark definitions by Philip Kotler, Peter Drucker, Theodore Levitt, and the American Marketing Association. The chapter balances debate regarding whether services marketing differs fundamentally from physical goods marketing, concluding that services require tailored approaches due to intangibility, inseparability of production and consumption, and the critical presence of the buyer during service delivery. Furthermore, the text addresses labor marketing, framing human resources as essential drivers of company competitiveness and marketing execution. It tracks the historical adoption of marketing in Uzbekistan from the Soviet era to current market reforms, highlighting the unfulfilled potential of traditional trade customs.
Chapter 2, "Human-Centred Public Administration," shifts the lens to the public sector, arguing that modern governance must adopt market-oriented mechanisms and treat citizens as valued clients. The section details the development of New Public Management (NPM) and Service Administration, examining international benchmarks from the United States, the United Kingdom, and Hong Kong. It highlights Uzbekistan's structural reforms, notably the establishment of Virtual and People's Reception Offices and Public Service Centres under the President of Uzbekistan. These initiatives demonstrate a practical shift toward addressing citizen complaints and improving service delivery. However, the author identifies major deficiencies in public sector marketing, such as the absence of marketing disciplines in the Academy of Public Administration, a lack of public sector marketing specialists, and underdeveloped state-level feedback channels.
Chapter 3, "Human Resources Benchmark for Insurance," examines the insurance industry in Uzbekistan as a prime case of a service-oriented, human-capital-intensive sector. The analysis notes that while the domestic insurance market is growing rapidly, its full potential remains untapped due to low public awareness, inadequate advertising budgets, high geographical concentration in Tashkent, and severe shortages of qualified personnel (such as actuaries, underwriters, loss adjusters, and specialized marketers). The chapter identifies a disconnect between university curricula and real-market needs. To overcome these hurdles, the author advocates for multi-level training programs, joint international degree initiatives (such as the National University of Uzbekistan's program with the Financial University under the Government of the Russian Federation), mandatory practical internships, and updated textbooks in the Uzbek language.
Chapter 4, "P.S. Conclusion," synthesizes the overarching conclusions of the paper. It reaffirms that marketing is an indispensable operational philosophy for any 21st-century institution. Whether in public administration or commercial insurance, organizational survival and societal prosperity rely on empathy, strategic marketing planning, high-quality service, and human capital development. The publication concludes with an extensive Bibliography section that anchors the study's theoretical assertions and country-specific empirical observations.
The initial sections establish the background of the study, noting how the COVID-19 pandemic highlighted human values, leading individuals to re-evaluate their self-worth and work environments. This re-evaluation forced service industries to move away from customer negligence toward empathy and care. The study posits that managing modern organizations—both private and public—requires an understanding that satisfying end consumers is inextricably linked to maintaining happy, highly competent, and well-valued employees. The methodology relies on comprehensive secondary desk research, reviewing academic literature, books, journal articles, legal frameworks, and digital publications to analyze service marketing trends generally and within the context of the Republic of Uzbekistan specifically.
In Chapter 1, "Marketing," the author explores the evolution and importance of marketing from classical economic theory to modern management practices. Beginning with Adam Smith's 1776 principle that consumption is the ultimate end of production, the narrative moves through landmark definitions by Philip Kotler, Peter Drucker, Theodore Levitt, and the American Marketing Association. The chapter balances debate regarding whether services marketing differs fundamentally from physical goods marketing, concluding that services require tailored approaches due to intangibility, inseparability of production and consumption, and the critical presence of the buyer during service delivery. Furthermore, the text addresses labor marketing, framing human resources as essential drivers of company competitiveness and marketing execution. It tracks the historical adoption of marketing in Uzbekistan from the Soviet era to current market reforms, highlighting the unfulfilled potential of traditional trade customs.
Chapter 2, "Human-Centred Public Administration," shifts the lens to the public sector, arguing that modern governance must adopt market-oriented mechanisms and treat citizens as valued clients. The section details the development of New Public Management (NPM) and Service Administration, examining international benchmarks from the United States, the United Kingdom, and Hong Kong. It highlights Uzbekistan's structural reforms, notably the establishment of Virtual and People's Reception Offices and Public Service Centres under the President of Uzbekistan. These initiatives demonstrate a practical shift toward addressing citizen complaints and improving service delivery. However, the author identifies major deficiencies in public sector marketing, such as the absence of marketing disciplines in the Academy of Public Administration, a lack of public sector marketing specialists, and underdeveloped state-level feedback channels.
Chapter 3, "Human Resources Benchmark for Insurance," examines the insurance industry in Uzbekistan as a prime case of a service-oriented, human-capital-intensive sector. The analysis notes that while the domestic insurance market is growing rapidly, its full potential remains untapped due to low public awareness, inadequate advertising budgets, high geographical concentration in Tashkent, and severe shortages of qualified personnel (such as actuaries, underwriters, loss adjusters, and specialized marketers). The chapter identifies a disconnect between university curricula and real-market needs. To overcome these hurdles, the author advocates for multi-level training programs, joint international degree initiatives (such as the National University of Uzbekistan's program with the Financial University under the Government of the Russian Federation), mandatory practical internships, and updated textbooks in the Uzbek language.
Chapter 4, "P.S. Conclusion," synthesizes the overarching conclusions of the paper. It reaffirms that marketing is an indispensable operational philosophy for any 21st-century institution. Whether in public administration or commercial insurance, organizational survival and societal prosperity rely on empathy, strategic marketing planning, high-quality service, and human capital development. The publication concludes with an extensive Bibliography section that anchors the study's theoretical assertions and country-specific empirical observations.
Abstract, Key words, Title:
The opening section introduces the core theme of the publication: understanding what the 21st century entails regarding customer service, employee value, and organizational adaptation. It stresses that post-pandemic realities have exposed long-hidden organizational shortcomings, forcing individuals to re-evaluate self-worth and forcing businesses to abandon negligent customer service. It highlights that employee happiness directly fuels customer satisfaction. Key words encompass core themes: marketing, services, human-oriented approach, new public administration, insurance, university, education, and human capital.
Introduction:
The Introduction defines the primary purpose and scope of the study. It establishes that marketing plays a vital role in developed market economies by shaping demand, optimizing supply, and reducing transformational friction in emerging markets. It defines marketing potential as a combination of tangible/intangible resources and internal/external opportunities evaluated for current and target operational states. The narrative emphasizes that labor resources determine marketing effectiveness, noting that advanced technology is useless without a capable workforce. It states the core Research Question: "Is Marketing essential in service industries in the 21st century?" and sets two specific research objectives: undertaking desk research on marketing's usage and evaluating two service industries in Uzbekistan regarding contemporary opportunities and challenges.
Methodology:
This brief section outlines the research strategy employed in the paper. The methodology is grounded in secondary research, utilizing desk research to gather and evaluate existing data, online resources, academic periodicals, books, and specialized journals. This approach enables the author to analyze the concept of marketing, its theoretical evolution, and its empirical applicability across public administration and insurance services in Uzbekistan.
Literature Review:
The Literature Review conducts a historical and theoretical overview of marketing theory. It begins with Adam Smith's 1776 assertion that consumption is the sole purpose of production, linking this idea to modern customer-centric marketing philosophies. It examines over two thousand definitions documented by the American Marketing Association, emphasizing key contributions from Philip Kotler, Joel R. Evans, Barry Berman, Theodore Levitt, Ralph Butler, Reavis Cox, Ralph Allen, R.A. Fatkhutdinov, and Peter Drucker. The review contrasts two economic perspectives: one asserting that services marketing does not differ from goods marketing (e.g., Michael Kleinaltenkamp, Douglas Hoffman, John Bateson), and another asserting that service specifics require tailored marketing models (e.g., Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler, Christian Grönroos). Additional definitions of services marketing by Pesotskaya, Solovyov, and the AMA are provided. The review concludes by tracing marketing's evolution from 19th-century US origins to its integration with management in the 1950s, and its historical path in Uzbekistan from Soviet-era trade structures to contemporary reforms.
Methodology:
This brief section outlines the research strategy employed in the paper. The methodology is grounded in secondary research, utilizing desk research to gather and evaluate existing data, online resources, academic periodicals, books, and specialized journals. This approach enables the author to analyze the concept of marketing, its theoretical evolution, and its empirical applicability across public administration and insurance services in Uzbekistan.
Literature Review:
The Literature Review conducts a historical and theoretical overview of marketing theory. It begins with Adam Smith's 1776 assertion that consumption is the sole purpose of production, linking this idea to modern customer-centric marketing philosophies. It examines over two thousand definitions documented by the American Marketing Association, emphasizing key contributions from Philip Kotler, Joel R. Evans, Barry Berman, Theodore Levitt, Ralph Butler, Reavis Cox, Ralph Allen, R.A. Fatkhutdinov, and Peter Drucker. The review contrasts two economic perspectives: one asserting that services marketing does not differ from goods marketing (e.g., Michael Kleinaltenkamp, Douglas Hoffman, John Bateson), and another asserting that service specifics require tailored marketing models (e.g., Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler, Christian Grönroos). Additional definitions of services marketing by Pesotskaya, Solovyov, and the AMA are provided. The review concludes by tracing marketing's evolution from 19th-century US origins to its integration with management in the 1950s, and its historical path in Uzbekistan from Soviet-era trade structures to contemporary reforms.
CHAPTER 1. MARKETING (1.1. The Importance of Marketing & 1.2. Marketing in Services):
Sub-section 1.1 focuses on the strategic importance of marketing in competitive economies. It explains how marketing enhances decision-making across production, finance, and distribution while mitigating overproduction crises. Referencing Philip Kotler, it notes that marketing strategies must continuously evolve to prevent obsolescence. In the information age, competitive advantage relies on creating new markets and meeting customer expectations. The text introduces marketing of labor resources as a critical tool for aligning workforce capabilities with market needs. Sub-section 1.2 focuses specifically on service marketing. It emphasizes that services are intangible, emotional, and inseparable from their providers. It lists three primary service marketing tasks: offer differentiation, achieving service quality that exceeds expectations, and increasing productivity through standardisation and technology. It highlights that service delivery occurs in real time ("here and now"), making automation, quality control, and customer journey management essential.
CHAPTER 2. HUMAN-CENTRED PUBLIC ADMINISTRATION (2.1–2.5):
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Section 2.1 defines public administration and attributes historical "maladministration" to rigid bureaucratic structures that ignore resource limits and citizen needs. Section 2.2 introduces New Public Management (NPM), outlining its adoption in Western nations during the 1980s and 1990s (e.g., US, UK, New Zealand, Canada, Australia). NPM applies market principles, decentralisation, and managerial accountability to government operations, viewing citizens as customers. Section 2.3 explores Service Administration, using Hong Kong under Donald Tsang as an exemplary model where government performance is judged by citizen satisfaction. Section 2.4 bridges public governance and marketing, demonstrating how public sector marketing aligns supply and demand for non-economic public goods. It examines Uzbekistan's administrative reforms, specifically the Virtual and People's Reception Offices and Unified Public Service Centres, which processed millions of citizen appeals regarding healthcare, housing, and social security. Section 2.5 presents conclusions and recommendations, noting that public marketing in Uzbekistan suffers from a lack of trained specialists, absent academic courses at the Academy of Public Administration, and poor feedback mechanisms. It recommends curriculum updates, dedicated public marketing specializations, and human-centric service models aligned with Uzbekistan's 2030 development goals.
CHAPTER 3. HUMAN RESOURCES BENCHMARK FOR INSURANCE (3.1–3.4):
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Section 3.1 introduces the insurance industry as a sector heavily reliant on human capital, where quality is judged subjectively because services are invisible and intangible. Section 3.2 analyzes the local Uzbek insurance market, citing Ministry of Finance statistics from Q1 2020 (36 insurance companies, 5 brokers, 5 actuarial firms, 22 assistant firms). It notes that life insurance accounts for only 16% of the market compared to 50% globally, pointing out challenges such as low public awareness, minimal ad spending, and heavy geographic concentration in Tashkent (66% of premiums). Section 3.3 examines professional training, highlighting high employee turnover in sales and acute shortages of actuaries, underwriters, loss adjusters, and specialized insurance marketers. It reviews higher education gaps in Uzbekistan and contrasts them with international institutions (e.g., St. John's University in the US, Chartered Insurance Institute in the UK, École nationale d'assurances in France, Sapienza University in Italy). Section 3.4 outlines actionable recommendations: conducting research to quantify workforce needs, establishing multi-level training programs (seminars, short courses, specialized schools), strengthening university-industry collaboration, creating online training platforms, and publishing modern insurance textbooks in the Uzbek language.
Chapter 4. P.S. Conclusion:
The final chapter provides a synthesis of the entire paper, answering the core research question in the affirmative: marketing is essential in 21st-century service industries. It summarizes how qualified, creative, and adaptive personnel form the foundational resource of any organization. Company stability and economic growth depend directly on customer orientation, trading efficiency, and the proactive application of marketing principles. The author emphasizes that marketing goes beyond selling goods; it shapes market conditions, drives operational innovation, maximizes customer satisfaction, and improves overall quality of life. The chapter concludes that across both public administration and commercial service sectors like insurance, implementing human-oriented marketing strategies is necessary to develop human capital, survive market competition, and foster long-term societal well-being.
Bibliography:
The Bibliography contains thirty-three bibliographical entries organized sequentially by chapter usage. Entries comprise academic textbooks, research monographs, conference proceedings, dissertations, official government statistical portals, and digital publication links. Key cited authors include S.J. Artykbaeva, P. Kotler, T. Levitt, C. Grönroos, V.A. Zeithaml, M. Kleinaltenkamp, T. Proctor, V.I. Yakovchuk, and R. Rose. The references cover foundational marketing management, service marketing theories, public administration frameworks, legal decrees, and empirical insurance industry reports from Uzbekistan and international bodies.