The evolution of marketing activities over the years has shown that the activities of organizations adapt to new business models and, therefore, are a good inspiration for managers. The development of marketing is due to several reasons that are important in the operation of every enterprise. First, marketing has undergone a transformation from transactional to digital. Secondly, the number of Internet users is constantly increasing, both among individual and institutional clients. Another reason is the constant increase in the potential of using the global network. In the article, the authors tried to present an analysis of the evolution of marketing activities over several decades. Moreover, they presented a verification of the literature in this area, attempting to consider a new marketing paradigm.