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marketing 5.0 is a book by Philip kotler focused on the future of marketing it explores how marketing is changing and how marketing professionals should adapt koteler argues that marketing is currently going through its fifth major phase marketing 1.0 was focused on product marketing 2.0 added the customer marketing 3.0 added values marketing 4.0 added the experience marketing 5.0 adds relationships authenticity and co-creation the fifth stage of marketing ing to codler is focused on building relationships between the company and the consumer it prioritizes authenticity and allows the consumer to co-create the product Marketing in the 21st century needs to be about more than just selling a product its about creating a bond between the company and consumer the author believes that companies should build brands that are Purpose Driven rather than profit driven kotler believes that consumers will be more attracted to companies that are transparent offer sustainable options and provide po