In recent years, the evolution of marketing has been very rapid. The new values ¿¿of consumers, the globalization of markets and new technologies have caused companies to seek other forms of relationship with their customers. With this scenario, the subject will study the evolution of marketing proposed by Philip Kotler, which distinguishes three stages: marketing 1.0, focused only on consumer satisfaction, pursues the approach of commercial strategies aimed at increasing consumer demand. Marketing 2.0, focused on the creation of stable relationships with customers of companies, in which the inbound approach underlies both the search for information about customers and the development of business strategies. Marketing 3.0, in the age of participation, pursues not only individual well-being but also has a social and joint orientation, considering sustainability in both the objectives and the actions proposed.