Marketing 3.0: The Challenge for Private, Public and Non-profit Sectors, Theoretical Approach

The paper describes the evolution of marketing concept from N.O Marketing to Marketing 3.0. Marketing 3.0 is the relatively new marketing concept designed and promoted especially by Philip Kotler, HermawanKartajaya andlwanSetiawan. The changes in the marketing concepts are strictly related to economic condition, technology and the communication revolution that is described below. Often also the Marketing 3.0 is treated rather like "the song of the future" not real concept that can be applied in the "realbu siness" and earn money for the company. The examples from agriculture and public or non-profit sector mentioned in the paper negate that statements and there are evidences that marketing that acquires the basic elements of sustainability can profit and enables the ability of the companies or public or non-profit organizations to sustain in the turbulent, revolutionary times.