@article{drapiska2021new,
  title = {A New Concept of Contemporary Marketing},
  author = {Anna DRAPIŃSKA},
  year = 2021,
  url = {https://ibimapublishing.com/p-articles/38MGT/2021/3838621/},
  journal = {Communications of International Proceedings},
  volume = 2021 (53),
  abstract = {Purpose: 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. Methodology/Approach: 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. Findings: 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. Originality/value: The paper proposes a new look at contemporary marketing, indicates its elements and essence and contributes both to the development of the theory and research in marketing.},
  keywords = {Marketing Concept, Relationships, Digital Age.},
  note = Article ID: 3838621
}