A Jump Through Time. Practical Implications and Limitations on the Evolution of the Marketing Concept – from 1.0 to 6.0.

The paper examines the evolution of marketing concepts from Marketing 1.0 to Marketing 6.0, emphasizing the progressive transformation of marketing from a product-centered discipline to a human-centric, technology-driven, and ethically oriented strategic approach. The main aim of the study is to synthesize the defining characteristics of each stage of marketing evolution, evaluate their practical implications for contemporary organizations, and identify the limitations that have driven the transition toward newer conceptual paradigms. The research adopts a qualitative and descriptive methodology based on an extensive literature review and historical-comparative analysis of academic publications, industry reports, and seminal marketing frameworks. Through thematic and comparative analysis, the study investigates how technological innovation, changing consumer expectations, digitalization, artificial intelligence, and societal values have reshaped marketing theory and practice over time. The findings reveal that marketing has evolved from transactional and mass-production orientations toward relationship marketing, value co-creation, emotional engagement, sustainability, and AI-enhanced personalization. The paper also highlights the growing importance of ethical governance, transparency, data privacy, and responsible AI implementation within contemporary marketing strategies. The study concludes that future marketing success depends on balancing technological advancement with human values, societal responsibility, and sustainable business practices in increasingly immersive and data-driven environments.