| Specification | Concept | Key feature | Key transition |
| Marketing 1.0 | Product-centric (Product development) | Sell products & Services Mass buyers with physical needs Product development Product specification Functional value One-to-many transaction | Industrial revolution |
| Marketing 2.0 | Customer-Oriented (Differentiation) | Satisfy and retain customers Smarter consumers with mind and heart Differentiation Corporate and product positioning Functional and emotional One-to-one relation | Information technology |
| Marketing 3.0 | Value-Driven (Value) | Make the world a better place Smarter consumers with mind and heart Values Corporate vision and values Functional, emotional and spiritual Many-to-many cooperation | New wave technology |
| Marketing 4.0 | Localized Virtual Marketing (Mass customization, JiT) | Today create the future Collective of fully conscious buyers Mass customization, & Just-in-Time (JiT) Production Values, vision and anticipation Functional, emotional, spiritual and self-creative Many-to-many co-creation and cooperation | Cybernetic revolution and Web 4.0 |