EVOLUTION OF MARKETING: FROM PRODUCT TO VALUE IN THE CONDITIONS OF DIGITAL TRANSFORMATION

Abstract. The article examines the evolution of marketing concepts, which reflects the relationship between the development of society, technological changes and changing consumer values. The main attention is paid to the transition from product-oriented Marketing 1.0 to modern Marketing 5.0, which is based on the integration of innovative technologies (artificial intelligence, big data, the Internet of Things) and orientation to the spiritual, emotional and social needs of consumers. The key socio-economic and technological prerequisites for the development of marketing concepts are investigated. The impact of industrial revolutions on changing approaches to marketing is separately considered, starting from mass production and consumer orientation to digital transformations and the implementation of human-centric strategies. The importance of a harmonious combination of technological innovations with social responsibility, which is the foundation of modern marketing, is emphasized. The concept of Marketing 5.0 is positioned as a tool for creating a personalized customer experience that takes into account environmental, ethical and socio-cultural aspects. The practical aspects of using predictive, contextual and augmented marketing to adapt to changes in consumer behavior are considered. Special attention is paid to the impact of digital transformation on the automation of marketing processes, personalization of offers and increasing customer loyalty. It is determined that the evolution of marketing approaches is a continuous process, closely related to the dynamics of social development. It demonstrates how the integration of innovative technologies and the focus on sustainable development allow businesses to meet modern challenges and remain competitive.

Keywords: marketing evolution, Marketing 5.0, digital transformation, value, consumer, sustainable development, personalization, innovative technologies.