Object

Abstract:

The evolution of marketing activities over the years has shown that the activities of organizations adapt to new business models and, therefore, are a good inspiration for managers. The development of marketing is due to several reasons that are important in the operation of every enterprise. First, marketing has undergone a transformation from transactional to digital. Secondly, the number of Internet users is constantly increasing, both among individual and institutional clients. Another reason is the constant increase in the potential of using the global network. In the article, the authors tried to present an analysis of the evolution of marketing activities over several decades. Moreover, they presented a verification of the literature in this area, attempting to consider a new marketing paradigm.

Date issued:

2023-12-31

Electronic Issue Date:

2023-12-31

Identifier:

oai:ribes-88.man.poznan.pl:1238 ; doi:10.37055/nsz/188841 ; oai:editorialsystem.com:article-188841

Electronic ISSN:

2719-860X

Print ISSN:

1896-9380

Publisher ID:

188841

License:

click here to follow the link

Starting page:

37

Ending page:

48

Volume:

18

Issue:

4

Journal:

NSZ

Keywords:

marketing development ; digital marketing ; Marketing 1.0 ; 2.0 ; 3.0 ; 4.0 ; 5.0 ; new paradigm of marketing