RESEARCH ON THE EVOLUTION OF MARKETING CONCEPTS: FROM MARKETING 1.0 TO MARKETING 3.0
DOI:
https://doi.org/10.32689/2523-4536/76-16Keywords:
environmental sustainability, renewable energy, carbon emissions, social responsibility, innovation, ethical marketing, digital platforms, resource management, sustainable development, ecological safetyAbstract
In the face of global environmental challenges and shifting geopolitical and economic priorities, the urgent need for the accelerated adoption of environmentally friendly products and services is increasingly evident. Currently, modern civilization relies heavily on fossil fuels, with petroleum accounting for 35.8 %, coal 20.2 %, natural gas 22.7 %, nuclear fuel 7.1 %, and renewable sources like wind, solar, hydro, and biofuels making up 14.2 %. This reliance on organic fuels has led to a dramatic increase in carbon dioxide emissions, which have risen by 4.5 to 5.0 times over the past 50 years, reaching approximately 2.2 × 1013 m3 annually. By 2030, it is predicted that organic fuels will meet nearly half of global energy demands. The economic efficiency of product and service sales now hinges not only on traditional competition and innovation but also on ensuring ecological safety at macro, meso, and micro levels, driven by corporate activities. This realization became particularly apparent in the aftermath of the global economic crisis from 2008 to 2010, underscoring that the future of business development will increasingly depend on environmental viability and rational resource use. The growing environmental needs reflect a desire for a cleaner environment and a better quality of life. Incorporating principles of sustainable development and ethical marketing, companies are now leveraging innovative technologies to meet customer needs while contributing positively to society. The rise of digital platforms and AI enables businesses to create personalized solutions and respond swiftly to market changes. The use of innovative technologies and a personalized approach to a specific consumer, as well as the implementation of the principles of sustainable development, help companies to satisfy consumer demands and ensure sustainable growth of their business. Consequently, the marketing landscape is transforming, emphasizing the integration of innovative practices, ethical considerations, and social responsibility, positioning firms that embrace these changes for long-term success in an increasingly interconnected world.
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