ABSTRACT
The aim of this article is to present changes in the attitude towards consumers entailed by the concept of marketing 3.0. Studies conducted for the purposes of the article included literature analyses and desk research on secondary sources. The article makes reference to reports for 2016 and the authors’ own research conducted for the purposes of the following publications: “Management of Corporate Intangible Assets” (Rzemieniak 2013) and “Modern Consumer and Organisation in the Context of Contemporary Market Trends” (Rzemieniak & Maciaszczyk 2015), as well as “Consumer Behaviour of Persons with Mobility Impairments—Study Report” (Maciaszczyk 2014). In the past, marketing evolved from the initial focus on the product (marketing 1.0) towards the focus on the consumer (marketing 2.0). Nowadays, companies continue to expand their perspective to include, apart from products and customers, also more general social concerns.
