The article explores the conceptual transformations of modern marketing under the influence of the digital business environment and the development of virtual markets. It analyzes the shift from tradi tional paradigms to new interaction models, including the transition from product-centricity to an ecosystem approach, from demand management to co-creation of meanings, and from transactional logic to a relational ecosystem. Particular attention is paid to studying changes in marketing communications, as well as the transformation of methodology from empirical planning to predictive strategies based on big data. The process of deconstructing the classic marketing mix and the emergence of a flexible network architecture is examined. Using case studies of leading brands in virtual spaces, the practical implementation of new marketing paradigms is demonstrated