Background. Nowadays cooperation, interaction and dialogue with the target group seem to be more important than simple customer orientation. Such amendments reflect marketing management and require the reevaluation of communication role.
Research aims. Article is an attempt to systematize marketing concept focal points and milestones: from the product-centric, through customer-oriented, till value-driven one. It also raises the issue of determining the possible direction of the marketing 4.0.
Method. Presented argumentation is based on literature review, analysis of internet sources and synthesis.
Key findings. The most important in marketing 4.0 seem the collective of fully conscious buyers, co-creating products as well as many-to-many dialogue and cooperation

Background. Nowadays cooperation, interaction and dialogue with the target group seem to be more important than simple customer orientation. Such amendments reflect marketing management and require the reevaluation of communication role.
Research aims. Article is an attempt to systematize marketing concept focal points and milestones: from the product-centric, through customer-oriented, till value-driven one. It also raises the issue of determining the possible direction of the marketing 4.0.
Method. Presented argumentation is based on literature review, analysis of internet sources and synthesis.
Key findings. The most important in marketing 4.0 seem the collective of fully conscious buyers, co-creating products as well as many-to-many dialogue and cooperation