MARKETING LEADERSHIP: THE INDUSTRY 4.0 NEED OF NEXT GENERATION MARKETING.

The evolution to Industry 4.0 the Bulgarian business needs to improve not just innovations and human resources, but to change their "software" to manage their own business. Thus, the change of business requires a next generation of marketing and respectively, a brand new marketing organization. The main purpose of the paper is to open a discussion where is a need of new marketing organization as well as does it possible to change the existing marketing or to evolve it. So, the paper is based on the good practices of the world leading companies and explore the opportunities to introduce them to the Bulgarian industrial business. The methodology approach of the paper is based on the theoretical and methodological research of the contemporary marketing literature and lessons learnt from the business. The structure of the paper is: 1. Introduction: next steps and requirements of Industry 4.0 approach to change business inside; 2. State of art: discussion on the marketing organization and its evolution; 3. Methodology approach: introducing the steps to establish a marketing leadership in Bulgarian industrial business; 4. Empirical results: presentation of the possibilities to enforce the evolution of marketing organization; 5. Conclusions: next steps of the good marketing practices. [ABSTRACT FROM AUTHOR]