From Marketing 1.0 To Marketing 4.0 – The Evolution of the Marketing Concept in the Context of the 21^ST Century

Abstract

The evolution of the society and that of the information and communication technologies of the last decades have brought great changes in the business world and in the way, companies relate and view the consumers. In this context of the everchanging world of the 21st Century, we must see how the concept of marketing has evolved in the last century and how these shifts must be applied in today’s world. Our paper presents a brief the evolution of the marketing concept from the first ideas of marketing in the beginning of the last century and up to our days, we underline the shifts that have occurred in an interconnected world from an exclusive to an inclusive approach, from individual to social actions etc. We also point out the need to change and adapt the marketing strategy to deliver value to consumers, employees, to business partners and vision to shareholders. We consider that delving further into these aspects will bring forth further knowledge and allow the companies and academics to understand better the changes that will come in the years to come

What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions

“…With time, the four Ps were converted into four Cs (consumer value, cost, convenience, and communication; Lauterborn 1990), four As (acceptability, affordability, accessibility, and awareness; Sheth and Sisodia 2012), and six Ss (social capital, social identification, social influence, social commerce needs, social commerce risk, and social commerce convenience; Wu and Li 2018). Marketing has moved from Marketing 1.0 to 2.0, 3.0, and 4.0 (Fuciu and Dumitrescu 2018). Customer-centrism has turned into a never-ending race toward customer satisfaction (Morgeson et al 2011; Sheth, Sisodia, and Sharma 2000).…”

Need-Based Guidance and Counseling Services for Tertiary Students: The Antecedents and the Outcomes

“…The study is situated in the context of 'the marketing concept' and psychological needs theory, a subtheory of self-determination theory. The marketing concept proposes a customer-centric approach to marketing where organizations focus on the identi cation and satisfaction of customers' needs (Fuciu & Dumitrescu, 2018). In the framework of the marking concept, we conceptualize and de ne NBGC as a set of guidance and counselling services, activities and/or programs that are designed based on prior anticipation and identi cation of the psychological needs of students, and implemented with the view to satisfying those needs for enhanced student experience in IHLs.…”

“…NBGC is thus a student-centric approach to G&C where the psychological needs of tertiary students are the focus of G&C services (design, implementation and evaluation) in IHLs. Akin to the marketing concept which recognises customer orientation and pro t maximization as its integral ingredients (Fuciu & Dumitrescu, 2018;Hunt & Madhavaram, 2020), NBGC proposes psychological need anticipation (NBGC antecedents) and psychological need satisfaction (NBGC outcomes) of students as the central themes of G&C in IHLs.…”

Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach

“…Content marketing uses this. The eleven green furniture brands include content marketing in their traditional promotions, and besides this, they continue to offer promotions in digital environments where consumers gather, such as YouTube, the web, Google ads, Facebook, Twitter, and Instagram as well [48]. Marketing 4.0 also includes suggestions made by consumers directed to brands on their social media accounts.…”