Understanding Shifts in Marketing Evolution as a Prerequisite for Implementation of Marketing 4.0

Business systems are competing in the economy that is awash in hyper-competition, and the markets are changing faster than marketing. Innovations in digital technologies have created more connected marketing environment that is more engaging and consequently more difficult for organisations to comprehend and achieve their goals. The motivation for this paper arises from the idea to understand and explore existing marketing theories in order to understand the importance of adapting marketing to the rapidly changing business conditions. The core idea of this paper was to analyse how to incorporate marketing into the complexity of contemporary markets and modern business environment, with a particular focus on Marketing 4.0. The qualitative literature review was conducted using data obtained by a comprehensive examination of articles from the leading journals, respectable and state-of-art analyses and groundbreaking researches. The results of this paper can be used for further, more complex investigations and exploration of different marketing theories and its utilisation in the present conditions. This paper expands exiting research related to the evolution of marketing and its implementation, primarily focusing on the application of Marketing 4.0. The study also contributes to existing literature, and the findings may be useful to scholars, marketers, social influencers, and the general public.