The evolution of the society and that of the information and communication technologies of the last decades have brought great changes in the business world and in the way, companies relate and view the consumers. In this context of the everchanging world of the 21st Century, we must see how the concept of marketing has evolved in the last century and how these shifts must be applied in today’s world. Our paper presents a brief the evolution of the marketing concept from the first ideas of marketing in the beginning of the last century and up to our days, we underline the shifts that have occurred in an interconnected world from an exclusive to an inclusive approach, from individual to social actions etc. We also point out the need to change and adapt the marketing strategy to deliver value to consumers, employees, to business partners and vision to shareholders. We consider that delving further into these aspects will bring forth further knowledge and allow the companies and academics to understand better the changes that will come in the years to come
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