Abstract:

This conceptual paper aims to propose a new concept of marketing that responds well to the needs of a changing world, taking into account the continuous development of the service economy and the revolution in the development of the Internet and related tools.

The proposed concept is based on well-researched theories: service marketing, experience marketing, relationship marketing and digital marketing (4.0). An in-depth review of marketing literature has been conducted. The proposed concept uses such terms as interactions, relationships, experiences, and digital marketing.

The main achievement is a new concept of contemporary marketing. Its essence is the creation by organizations of long-term relationships with customers, through interactions and consistent customer experiences both in the offline and online world.

The paper proposes a new look at contemporary marketing