Abstract

Purpose: The previous research papers focus on the phases of marketing separately, and some focus on the first four segments only. The paper aims to analyse the evolution of Marketing 1.0 to Marketing 5.0. This paper will focus on the quintessential characteristics of each stage and understand how the advancement took place and the main factors responsible for the growth. Research Implications: The paper first introduces the concept of marketing and analyses Philip Kotler’s views on the same. It then presents multiple reviews of literature written by several authors, ranging across the decades, to provide a glimpse into the interpretation of Marketing in the past and present. The paper will then analyse all the five stages of Marketing, from Marketing 1.0 to Marketing 5.0. Finally, the paper will analyse and examine the critical differences between the phases. Findings: This paper analyses its findings under three sub-headings. Firstly, the author analyses multiple articles that explain the history and current scenario of Marketing globally. The author highlights the contributions and limitations of the literature attained. Secondly, the researcher examines the five stages of Marketing and highlight the vital identifying factors in each. Finally, The author interprets the critical differences between each stage, which will help analyse the stages holistically. Originality/Value: The researcher has highlighted the evolution of one of the broadest concepts and aims to analyse each stage concisely. Furthermore, the related research papers feature the growth of Marketing 1.0 to 4.0 only, as the concept of Marketing 5.0 is considerably new.

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