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Marketing has experienced phases ranging from 1.0 to 5.0 and in each of them it has presented efforts that lead companies to achieve their organizational objectives. This article seeks to describe these phases and make known the main contributions they have provided in terms of customer service and marketing of products and services. To achieve this objective, the study focused on searching scientific works in Elsevier's Scopus database. A prior search period was not defined because it is necessary to capture the largest possible amount of published literature as a result. A mixed research approach with bibliometric indicators was used. To obtain scientific production, five keyword search equations written in English were constructed and the code ALL (TODO) was used, whose name indicates all the search fields in the Scopus database. The Bibliometrix program was used for data analysis. The results show that the largest publication time period is for marketing 2.0, which covers 17 years between 2006 and 2023. Among the publication sources indexed in the Scopus database, 449 are presented that contain works that include the term marketing 3.0. It is concluded that the marketing phases have evolved according to the constant changes in the environment to adapt to customer needs and help companies in the marketing of goods.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
