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The aim of the work is to analyze the development of the marketing concept by stages from Marketing 1.0 to Marketing 5.0. The characteristics of each phase, the differences between them are analyzed and the factors that lead to the transition from one phase of evolution to another are identified. The marketing concept has evolved and progressed since its inception until today, from simple exchange and trade to marketing in the digital world. During the evolution, the application of the marketing concept has contributed to the achievement of the company's goals while satisfying the needs and desires of consumers and taking care of the long-term interests of society. The marketing concept changed and evolved under the influence of various environmental factors. Technological innovations and digitization are not the only factors that have influenced the evolution of the marketing concept. Previous scientific works emphasize the impact of technological progress on the evolution of the marketing concept. The work enriches and complements the literature on marketing from 1.0 to 5.0 by researching and analyzing, in addition to technological progress, changes in the market, changes in consumer behavior and changes in society that influenced the development and evolution of the marketing concept. Taking into account the latest trends in marketing, the authors indicate the next phase in the evolution of marketing.

Featured Application: The study's findings indicate the positive outcomes of digital citizenship, while also exposing domains that fail to enhance innovativeness and problem-solving capabilities, with digital transformation enablers serving as a mediating factor. Doing business in the age of information abundance indicates the importance of developing information management skills, enabling the individuals to be more productive but also more flexible to changes. In literature, innovation, as a driver of a firm's performance, has been highlighted, while problem-solving capabilities are considered one of the key assumptions for the implementation of digital transformation strategy. The purpose of the study is to investigate the impact of digital citizenship and digital transformation enablers on innovation and problem-solving capabilities. The data collection procedure commenced by selecting a random sample of private companies from various industries A survey was carried out, and a total sample of 247 valid questionnaires were collected. The PLS-SEM method was used to test the relationships in the proposed model. The study found that some elements of digital citizenship are positively associated with digital transformation enablers. The results of the study confirmed that technology-based digital transformation enablers positively contribute to innovation and problem-solving capabilities. Also, technological facets of digital transformation enablers realize a mediating role in the relationship between digital citizenship and innovation, as well as with problem-solving capabilities. [ABSTRACT FROM AUTHOR]

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The imperative of changes associated with digital transformation gave impetus to this study, which aims to examine the impact of digital capabilities and digital citizenship on digital transformation, as well as to identify the role of digital citizenship in the relationship between digital capabilities and digital transformation. Digital transformation is observed via change management and risk management, and two facets of digital citizenship are examined: information and data literacy and information security management. A survey was carried out, and respondents were managers employed in companies from various industries in Serbia. Considering the total sample of 224 valid questionnaires the PLS-SEM method was used to test the relationships in the proposed model. Results suggest that digital capabilities have a significant positive impact on change management, information and data literacy, and information security management. Results also confirm that digital citizenship mediates the relationship between digital capabilities and both change management and risk management. [ABSTRACT FROM AUTHOR]