The article discusses the evolution of marketing theories from the 20th century to the present day. It highlights the shift from traditional economics to modern marketing management. The 4P theory laid the foundation for marketing frameworks, while the 4C theory focused on marketing communication. The 4R theory emphasized the importance of relational marketing. Service marketing and global marketing have influenced enterprise marketing strategies. Integrated marketing theory integrates various aspects of marketing. Lateral marketing explores creative approaches. Big marketing, inverted marketing, social marketing, and wholesale marketing have elevated marketing strategies. City and country marketing have applied marketing principles to non-commercial sectors.