This article deals with the area of marketing 4.0 as an extremely dynamic field for the competitiveness of the company, which is developing very quickly. The main aim of the article is to evaluate and compare the overall use of modern marketing tools in the practice of family and non-family businesses, Subsequent to measure dependencies between the level of marketing activities 4.0 and the number of employees, revenue, business and year of business establishment. Both primary and secondary data were analyzed by basic and advanced statistical methods, including testing of six hypotheses. The study showed that both the family and non-family companies did not significantly improve the overall marketing vitality in the monitored years. Indeed confirmed the company's long-term focus on Values provided to customers and relationships with customers. The results also showed that from the perspective of marketing vitality one of the current significant weaknesses, especially of smaller family and non-family companies, is the lack or insufficient strategy for the implementation of marketing activities. The study confirms the dependence of the level of overall marketing vitality on the amount of sales and the size of the company measured by the number of employees, but on the other hand the dependence of marketing vitality on the field of business and the year of company establishment was not confirmed. The study evaluates the limits and notes that family companies, in particular, are addressing the more important strategic issue of succession for them. The study is unique in that it compares the results of three surveys from 2016 to 2019. The context of this research is framed by an appeal to remove barriers to change and to respond quickly to the needs, requirements and expectations of a customer moving online.