The future of marketing in 4.0 economy

Within the framework of the article, a view on the evolution of the Marketing theory through the prism of changing technological cycles is offered, which allows explaining the transformation of consumer value, consumer behavior, the emergence of new marketing concepts in conjunction with the need to develop new marketing competencies of firms and personnel. The authors distinguish three technological cycles as the basis for the three stages of Marketing's evolution and explain the change in the nature of consumer value, consumer behavior patterns and marketing concepts. The authors consider three evolutionary stage of marketing theory: Traditional (transactional) Marketing, Relationship Marketing (included Engagement Marketing and Co-creation Marketing), Sustainable Marketing and Marketing of Customer experience. In conclusion, the authors formulate a list of marketing competencies that will be in demand in the experience and sharing economy.