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Using B2B marketing analytics, algorithms, and models can identify business blind spots, thus avoiding possible risks. It helps to better understand and predict trends and results, and rationalise decisions. The fourth industrial revolution has brought marketing 4.0, affecting marketing analytics methods. This study provides a holistic framework to investigate these effects on Marketing 4.0 analytics. To achieve this goal, a hybrid systematic literature review (SLR) and thematic analysis (TA) is conducted on the applications and models of B2B marketing analytics in Industry 4.0 from the most reliable scientific databases. Understanding these models and their applications changes the attitude toward communication between marketing channels, identifies potential marketing analytics applications for businesses, and facilitates areas for further research. Initially, 941 sources were screened, and ultimately 43 were examined. As a result, 25 codes were applied, and six themes were extracted, including Digital Transformation, Big Data, Marketing Analytics, Marketing, Analytics, and Customer. [ABSTRACT FROM AUTHOR]

The hospitality industry is changing rapidly, prompting hotels to find new ways to attract and retain customers. This study evaluates marketing 4.0's impact on Egyptian hotel customer behavior—the study tests marketing 4.0's relationship with satisfaction, engagement, and satisfaction's mediating role. The study compares their effects as brand interaction distinguishes marketing 4.0 from marketing 3.0. The study surveyed 340 Egyptian hotel guests and performed a hierarchical regression analysis. Findings showed that marketing 4.0 is linked to satisfaction and engagement, and satisfaction mediates the relationship. Brand interaction was also found to be a distinct component of marketing 4.0. The study combines expectations, social exchange, and uses and gratification theories to offer theoretical and practical contributions to help understand digital marketing strategies and open new research avenues. [ABSTRACT FROM AUTHOR]

The aim of the work is to analyze the development of the marketing concept by stages from Marketing 1.0 to Marketing 5.0. The characteristics of each phase, the differences between them are analyzed and the factors that lead to the transition from one phase of evolution to another are identified. The marketing concept has evolved and progressed since its inception until today, from simple exchange and trade to marketing in the digital world. During the evolution, the application of the marketing concept has contributed to the achievement of the company's goals while satisfying the needs and desires of consumers and taking care of the long-term interests of society. The marketing concept changed and evolved under the influence of various environmental factors. Technological innovations and digitization are not the only factors that have influenced the evolution of the marketing concept. Previous scientific works emphasize the impact of technological progress on the evolution of the marketing concept. The work enriches and complements the literature on marketing from 1.0 to 5.0 by researching and analyzing, in addition to technological progress, changes in the market, changes in consumer behavior and changes in society that influenced the development and evolution of the marketing concept. Taking into account the latest trends in marketing, the authors indicate the next phase in the evolution of marketing.

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Due to the industrial revolution and, thereby with, the emergence of Industry 4.0, there has been an impact on the marketing of business firms, enabling them to digitally transform and adopt Marketing 4.0 practices supported by smart technologies. One of these is Big Data Analytics (BDA), which enables a firm to improve its marketing practices. The main objective of this study is to evaluate how integrating big data technology improves the marketing strategies of Indian FMCG companies operating in a dynamic and highly competitive market distinguished by its size and diversity, constantly changing consumer behaviour, and Marketing 4.0 trends. This study adopts a systematic approach to coding an interview with seasoned Indian FMCG professionals to explain the capabilities of Big Data in molding marketing practices. A framework is constructed based on the same. The theoretical and practical implications are discussed to visualize its applicability in business. Further, the Resource-based View (RBV) theory is discussed for describing the insights into the role and adoption of Big Data by Indian FMCG firms for enhancing performance and achieving competitiveness, along with demonstrating its benefits for decision-making, customer loyalty and internal capability assessment.

According to KPMG, Internet of Things (IoT) technology was among the top 10 technologies of 2019. It has been growing at a significant pace, influencing and disrupting several application domains. It is expected that by 2025, 75.44 billion devices will be connected to the Internet. These devices generate massive amounts of data which, when harnessed using the power of data science (DS) techniques and approaches such as artificial intelligence (AI) and machine learning (ML), can provide significant benefits to economy, society, and people. Examples of areas that are being disrupted are digital marketing and retail commerce services in smart cities. This paper presents a vision for Marketing 4.0 that is underpinned by disruptive digital technologies such as IoT and DS. We present an analysis of the current state of the art in IoT and DS via the three pillars of marketing: namely, people, products, and places. We propose a blueprint architecture for developing a Marketing 4.0 solution that is underpinned by IoT and DS. We conclude the paper by highlighting the open challenges that need to be addressed in order to realise the Marketing 4.0 blueprint architecture, including supporting the integration of IoT data concerning people, products, and places and using DS to make efficient and effective recommendations. [ABSTRACT FROM AUTHOR]

One main point distinguishing Marketing 4.0 from other marketing approaches is the "customer". Marketing 4.0 focuses on "act" and "advocacy" within the 5A (aware, appeal, ask, act, and advocate) customer path. In Marketing 4.0, advocacy is as important as the purchase of customers. In order to have good competitive power in the digital world, and to follow and guide their digital customers, brands need to determine their marketing strategies by considering the 5A customer path, in which there may be touchpoints where brands can intervene. During the COVID-19 pandemic, there was a significant decrease in the incomes of consumers due to the closure of businesses and/or personnel dismissals. With this decrease in income, consumer purchasing habits have changed. For this reason, many companies have started studies to explore how to increase customer loyalty. This study aimed to understand how the marketing process and brand loyalty of a company operating in the cleaning products category were affected before and during the pandemic and to identify weak touchpoints in the customer path by developing a 5A customer path model based on fuzzy logic. The study also aimed to monitor customer purchasing and brand advocacy rates during the pandemic and detect the problematic touchpoints on the 5A customer path. The main contribution of this study to practitioners and brand strategy managers is that it brings a different dimension to the field of Marketing 4.0 applications with a fuzzy logic approach. In this study, a rule-based fuzzy logic application was used for the first time to identify the deficiencies in the 5A customer path. With the fuzzy logic approach, an artificial intelligence technology, failure points on the 5A customer path can be known in advance, and brand managers will be able to determine appropriate strategies to increase the advocacy of their brands and take precautions where necessary. Brand managers can periodically collect customer data and use fuzzy logic to identify and eliminate 5A customer path disruptions. [ABSTRACT FROM AUTHOR]

Although marketing activities have emerged and shaped in the private sector, today the public sector also tends to marketing activities. One of these institutions is municipalities. Within the scope of the study, it has been researched what kind of services the metropolitan municipalities operating in Turkey are involved in promoting and marketing on their official / corporate websites. In addition, it has also been investigated whether the municipalities develop their services together with the citizens while producing their services in accordance with the Marketing 4.0 understanding. In addition, it has also been investigated in accordance with the Marketing 4.0 approach whether the municipalities develop their services together with the citizens or not while producing their services. As a sample, the websites of 30 metropolitan municipalities were examined by documentary scanning method. In the research, it is noteworthy that municipalities announce their social and cultural services for promotion on their websites. However, it is seen that there is no application that will enable citizens to influence the production and development of services while presenting social and cultural services, especially infrastructure and superstructure investment services. [ABSTRACT FROM AUTHOR]

This study aims to develop a framework that enables green marketing practices to regulate the performance evaluation criteria (GFBPC) of consumers and green furniture brands in the Marketing 4.0 period and to prioritize green furniture brands. The first stage was the literature review and decision-making group; it included GFBPC and the selection of three green furniture brands with the highest market value in Turkey. We then applied AHP to determine and prioritize benchmark weights, and TOPSIS to rank the performances of selected brands by GFBPC. We performed SA to test the accuracy of the findings. The results revealed that the Co-creation of Value and Pricing criteria have the highest value, and "Brand Y" is the best. Among the evaluation contributions of the study are a new understanding of green furniture performance criteria, and an integrated framework for new application methods for green marketing. With the Marketing 4.0 period, it is among the first of its kind to offer sustainable solutions to evaluate green marketing practices and increase the performance of green furniture brands in this regard. The results can help furniture industry stakeholders understand ways to compete in the green market and sustainable development. [ABSTRACT FROM AUTHOR]

To observe the effect of perceived value and Marketing 4.0 factors on purchase intention and satisfaction of customers in the context of e-commerce, this study used a quantitative method to analyze 315 collected data e-commerce platform users in Indonesia by applying the multiple-regression analysis method. A combination of SPSS Statistics v.20 and Microsoft Excel was used during the data analysis. In addition to the perceived value components that might influence the satisfaction of customers and purchase intention in an e-commerce context, all four components of the Marketing 4.0 model were combined as components that might also affect the satisfaction of customers and purchase intention. As a result, this study shows that two components (utilitarian value and hedonic value) as part of perceived benefits and three components (brand image, brand identity, and brand integrity) as part of the Marketing 4.0 model have a significant and positive influence on both satisfaction of customers and purchase intention. On the other hand, social value and perceived risk do not have a significant effect on customer satisfaction. Moreover, brand interaction and customer satisfaction have a positive impact on purchase intention. [ABSTRACT FROM AUTHOR]

O presente artigo busca analisar a hipervulnerabilidade do consumidor no contexto do marketing 4.0. Para tanto, questiona-se qual é a eficácia das legislações acerca da autodeterminação do consumidor titular de dados diante das novas formas de captação e destinação dos dados e do marketing 4.0. Orientada por uma metodologia de pesquisa jurídico social, interdisciplinar, a partir de um raciocínio dedutivo, tem como marco teórico hipervulnerabilidade dos titulares de dados consumidores na era do marketing 4.0, utilizando a Lei Geral de Proteção de Dado, as novas tecnologias de captação de dados e o trabalho de Bioni (2020) “Proteção de dados pessoais a função e os limites do consentimento”. A partir dessa análise, pretende-se identificar as falhas na composição da autodeterminação informativa, questionando a operacionalidade das legislações, a contratualização dos termos de uso aplicados por corporações, e os mecanismos que levam o cidadão a ceder ou reivindicar sua autodeterminação.

According to KPMG, Internet of Things (IoT) technology was among the top 10 technologies of 2019. It has been growing at a significant pace, influencing and disrupting several application domains. It is expected that by 2025, 75.44 billion devices will be connected to the Internet. These devices generate massive amounts of data which, when harnessed using the power of data science (DS) techniques and approaches such as artificial intelligence (AI) and machine learning (ML), can provide significant benefits to economy, society, and people. Examples of areas that are being disrupted are digital marketing and retail commerce services in smart cities. This paper presents a vision for Marketing 4.0 that is underpinned by disruptive digital technologies such as IoT and DS. We present an analysis of the current state of the art in IoT and DS via the three pillars of marketing: namely, people, products, and places. We propose a blueprint architecture for developing a Marketing 4.0 solution that is underpinned by IoT and DS. We conclude the paper by highlighting the open challenges that need to be addressed in order to realise the Marketing 4.0 blueprint architecture, including supporting the integration of IoT data concerning people, products, and places and using DS to make efficient and effective recommendations.

Technological progress also affects the development of marketing, currently known as Marketing 4.0, which is characterized by digitization and indicates a connection with Industry 4.0. With digitization, companies can use a variety of tools and methods to collect useful customer data and then use it. Marketing 4.0 is mainly characterized by the fact that the customer wants to be part of the product development and wants to share her information and opinions on the product. Thanks to the Internet, customers can get all the information from other customers. The aim of this analysis was to verify that microbreweries in Prague use Marketing 4.0, use digitization and adapt to the latest trends in marketing and define what methods they use to manage customer relations. Corresponding conclusions and recommendations for the future were drawn from the research findings.

Since 2011, when the concept of Industry 4.0 was introduced, it has become a compulsory competition tool for businesses rather than a technological enthusiasm, and every unit within the business has started to achieve more efficient results by taking advantage of these technological developments. Moreover, the new industrial tools, which are becoming popular among SMEs, not large enterprises, have started to be seen as a way to get more shares from the profit pie. The main purpose of this study is to examine the approach and perception of companies in the Düzce region on Industry 4.0. The convenience sampling method was used in the study. Data were obtained from 69 companies by conducting surveys. According to the results of the analysis, the general knowledge level of the enterprises towards Industry 4.0 and their strategy and organizational approaches increase their innovation tendencies. Management and organizational approaches to Industry 4.0 also positively affect the level of cooperation with other institutions (universities, economic development organizations, technology transfer offices, consultancy companies, etc.). Additionally, it has been observed that enterprises do not benefit from these technologies as much as the importance they attach to Industry 4.0 technologies. In other words, although businesses care about Industry 4.0 technologies, they do not benefit from them sufficiently. In addition, it has been observed that businesses mostly benefit from wireless communication technologies and sensor technologies, and at least in subjects such as robotics and automation, machine learning and artificial intelligence. [ABSTRACT FROM AUTHOR]

The new consumer well-known denotes socially responsible looking for and purchasing activity. Because this is a stressed and educated client, he or she has greater enthusiasm for the business venture, with the ability to actively engage in the creation of certain desirable challenge procedures. Marketing modifications in tandem with technology, and over the last 5 years, customer behavior (Gen Z and Alpha) has been determined with the aid of using the approach wherein they each presentation information of whether or not or now no longer the objects are created successfully sustainable in phrases of the economic, social and environmental situation and to gain momentum for every industrial corporation wants to agree to greater new heights and knowledge how client changes choice gives us contact knowledge their have an impact on digital expenditure through acknowledging the rise of Marketing 4.0. Perhaps because the entire statistics of Marketing 4.0 necessitate: first and foremost, a thorough grasp of the history of marketing and marketing, notably Marketing 3.0's predecessor. The primary goal of this conceptual paper is to start a dialogue around the necessity for a brand-new advertising and marketing commercial business venture, as well as whether or not it is doable to modify or evolve the current marketing 3.0 must become the most up-to-date advertising and marketing strategy; nevertheless, the focus of this study is on marketing 4.0 and assessments and technological and marketing advances take place in conjunction with this paper. Research specializing in marketing 4.0 is, nevertheless, growing. 4.0 assessments in combination with marketing and technology will nowadays make it possible for any brand to achieve more than ever before. [ABSTRACT FROM AUTHOR]

Big Data, Intelligence Artificielle, Machine Learning, Chatbot, etc. Autant de concepts qui prennent de plus en plus de place dans notre quotidien et qui permettent de créer des produits et des services toujours plus innovants et personnalisés. Ce passage accéléré au tout digital qui a vu l'extension ces dernières années d'Internet à des choses et à des lieux du monde physique (Internet des Objets ou IdO), déplace encore plus le marketing traditionnel vers le marketing numérique, poussant déjà certains auteurs à ne plus seulement parler de Marketing 2.0 ou 3.0, mais Marketing 4.0 (Kotler et al., 2017). Ainsi, et à travers la présentation des résultats d’une étude empirique, ce travail tente de mieux comprendre l’usage des objets connectés au Maroc, première étape vers la mise en place d’un modèle conceptuel sur le sujet

Technological progress also affects the development of marketing, currently known as Marketing 4.0, which is characterized by digitization and indicates a connection with Industry 4.0. With digitization, companies can use a variety of tools and methods to collect useful customer data and then use it. Marketing 4.0 is mainly characterized by the fact that the customer wants to be part of the product development and wants to share her information and opinions and experience on the product. Thanks to the Internet, customers can get all the information from other customers. The aim of this analysis was to verify that microbreweries in Prague use Marketing 4.0, use digitization and adapt to the latest trends in marketing and define what methods they use to manage customer relations. The analysis is suitable for long-term monitoring of the development of this issue. Corresponding conclusions and recommendations for the future were drawn from the research findings. [ABSTRACT FROM AUTHOR]

The article presents the theory that modern technologies are changing the way in which marketing is organised and that they will transform the prevailing composition of the market, while enterprises should come to terms with the act that having a market share will no longer suffice to maintain the market leader position. The aim of this paper is to provide an overview of the key challenges generated by technological innovations and to identify the opportunities for marketing in light of the new communication and information technologies so that quantifiable benefits can be gained. The research topic underpinning this paper is: 1) an analysis of social media use by the Millennial generation; 2) an evaluation of the attitudes of SMEs towards the incorporation of information technology into their current marketing practices; 3) determining the implementation possibilities of Marketing 4.0 by promoting a flexible approach to organising marketing actions. Following a review of the available literature on the subject, we will present a concept of the model of the flexible organisation of marketing actions. The D3I2C concept combines today’s marketing actions and digital transformation. It can be harnessed by academia and other organisations seeking guidance on the implementation of transformation in the organisation of marketing actions.

The evolution in the field of information technologies that has taken place in recent decades has transformed the world. The marketing sector has undergone similar changes. At present, the internet as a groundbreaking achievement resulting from the evolution of information technologies is being integrated with marketing activities. Thanks to this we can witness a new generation of the activities referred to as the age of Marketing 4.0. It is urgently needed as today customers demand something more than just products that meet their basic needs, satisfy their desires, and soothe their anxieties. Clients are now looking for products that will allow them to fulfil their creativity and find the values defined by Marketing 3.0, however, they want to be able to become a part of the product, that is, to contribute and interact with the product, and then, harnessing information technologies - to share their experiences and verify if the product is actually fulfilling the task that it was meant to. This is also why marketing no longer focuses on the product - just like the internet no longer centres around data. At present, both marketing and the internet focus on clients and enhance the interactions between the client and the product; while doing this, they are based on the values of the users and offer them more data. This article presents the key elements of Marketing 4.0., discusses its relationship with the Marketing 3.0 concept and explains the extent to which next generation marketing is an extrapolation of the concept of Marketing 3.0. At the end, some examples of technologies from the Internet of Things, which facilitate interaction between the user and the products and the internet have also been provided.

Copyright of Itobiad: Journal of the Human & Social Science Researches / İnsan ve Toplum Bilimleri Araştırmaları Dergisi is the property of Itobiad: Journal of the Human & Social Science Researches and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

We are witnessing a new industrial revolution and the development of the modern digital economy, related to the rapid and widespread adoption of digital technologies in all areas of socio-economic life. This leads to unprecedented automation and digitization of economic processes and the creation of qualitatively new relationships for value creation and reveals significant potential for stimulating innovation and growth and for the development of entrepreneurship. Recent studies show that in the coming decades, the development of new digital technologies will be crucial for the competitiveness of businesses, will have a major impact on many economic and social processes and will affect a wide range of public relations. The integration of modern-day achievements in technology, information and communication technology and business has led to the emergence of new marketing tools and practices. The study focuses on some contemporary aspects of digital marketing development in the context of technology development. [ABSTRACT FROM AUTHOR]

The global trend in the development of sustainable consumption favors the creation of new marketing channels, which combine in themselves the sales and distributive functions and respect the integrated principles of sustainable development. The article presents an example of such a channel which has been very successful on the Finnish market of local and organic products. This channel, based on the activities of REKO purchasing groups, selforganized with the use of the social media, can provide an example to follow in other countries. [ABSTRACT FROM AUTHOR]