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

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