Evolucija marketing koncepcije od 1.0 do 5.0
Evolution of the marketing concept from 1.0 to 5.0
Apstrakt
Cilj rada je da analizira razvoj marketing koncepcije po fazama od Marketinga 1.0 do Marketinga 5.0. Analiziraju se karakteristike svake faze, razlike između njih i identifikuju se faktori koji dovode do prelaska iz jedne faze evolucije u drugu. Marketing koncepcija je evoluirala i napredovala od svog nastanka do danas, od jednostavne razmene i trgovine do marketinga u digitalnom svetu. Tokom evolucije, primena marketing koncepcije je doprinela ostvarivanju ciljeva preduzeća uz zadovoljavanje potreba i želja potrošača i brigu o dugoročnim interesima društva. Marketing koncepcija se menjala i evoluirala pod uticajem raznovrsnih faktora iz okruženja. Tehnološke inovacije i digitalizacija nisu jedini faktor koji je uticao na evoluciju marketing koncepcije. Dosadašnji naučni radovi akcentiraju uticaj tehnološkog napretka na evoluciju marketing koncepcije. Rad obogaćuje i dopunjuje literaturu
o marketingu od 1.0 do 5.0 istražujući i analizirajući, pored tehnološkog napretka, promene na tržištu, promene u ponašanju potrošača i promene u društvu koje su uticale na razvoj i evoluciju marketing koncepcije. Uzimajući u obzir najnovije trendove u marketingu, autori ukazuju na sledeću fazu u evoluciji marketinga.
Abstract
The aim of the work is to analyze the development of the marketing concept by stages from Marketing 1.0 to Marketing 5.0. The characteristics of each phase, the differences between them are analyzed and the factors that lead to the transition from one phase of evolution to another are identified. The marketing concept has evolved and progressed since its inception until today, from simple exchange and trade to marketing in the digital world. During the evolution, the application of the marketing concept has contributed to the achievement of the company‘s goals while satisfying the needs and desires of consumers and taking care of the long-term interests of society. The marketing concept changed and evolved under the influence of various envi-ronmental factors. Technological innovations and digitization are not the only factors that have influenced the evolution of the marketing concept. Previous scientific works emphasize the impact of technological progress on the evolution of the marketing concept. The work enriches and complements the literature on marketing from 1.0 to 5.0 by researching and analyzing, in addition to technological progress, changes in the market, changes in consumer behavior and changes in society that influenced the development and evolution of the marketing concept. Taking into account the latest trends in marketing, the authors indicate the next phase in the evolution of marketing.
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