Evolution of marketing concepts: from marketing 2.0 to a value marketing strategy

The evolution of marketing, which has brought marketing the third generation to first positions nowadays is presented in article. Marketing 3.0 aims not only meet immediate needs consumers, but also create new values together with consumers. Changes company’s operating environment, and especially changes consumer behaviour, mean that challenge for companies get know their customers better - needs, wants fears order reach minds hearts souls. Such a strategy requires vision, mission, as well companies. expectation be more authentic transparent means value must basis functioning. But relying on alone enough policy. Firms change whole creation model. Customers other interested parties who are dissatisfied existing opportunities offered by business field solving societal problems, want cooperate this enterprises they take part solutions. author justified importance creating portfolio integrating them into unified holistic system process forming principles reasonableness, fairness, spiritual consumerism. hierarchical structuring invest products convey was carried out. It concluded third-generation involves cooperation problem solving, concern people. joint economic social enables satisfaction deep-seated expectations customers, wellbeing.