Název:	Marketing 4.0 – A systematic review
Autoři:	Polívka, Martin Dvořáková, Lilia
Citace zdrojového dokumentu:	POLÍVKA, M. DVOŘÁKOVÁ, L. MARKETING 4.0 – A SYSTEMATIC REVIEW. In Proceedings of the 33rd International DAAAM Virtual Symposium ''Intelligent Manufacturing & Automation''. Vienna: DAAAM International, 2022. s. 0411-0420. ISBN: 978-3-902734-36-5 , ISSN: 1726-9679
Datum vydání:	2022
Nakladatel:	DAAAM International
Typ dokumentu:	konferenční příspěvek ConferenceObject
URI:	http://hdl.handle.net/11025/51300
ISBN:	978-3-902734-36-5
ISSN:	1726-9679
Klíčová slova v dalším jazyce:	Big data;Industry 4.0;Marketing 4.0;Online marketing;5A model
Abstrakt v dalším jazyce:	Industry 4.0 and the Fourth Industrial Revolution are buzzwords which frequently appear in the discussion about the economy of the future. From the extensions of their principles to the field of marketing the term Marketing 4.0 originated. According to its inventor, Marketing 4.0 should by characterized by the connection of real and virtual world. Nevertheless, unlike Industry 4.0, Marketing 4.0 appears in the current discussion much rarely. The systematic review of professional literature based on the Web of Science and Scopus databases was therefore conducted so as to assess the current state of Marketing 4.0 and to find out how it is understood by the relevant professionals. Relevant papers were analyzed both from the time and geographical perspective and from the perspective of their content. Based on this analysis we can conclude that the use of Marketing 4.0, even if not very frequent, has been slightly growing lately, mostly in the European countries. On the other hand, most of the papers dealing with Marketing 4.0 concentrate mainly on the e-commerce and virtual world, and therefore do not fully implement the definition of Marketing 4.0.
Práva:	© authors
Vyskytuje se v kolekcích:	Konferenční příspěvky / Conference papers (KFU) OBD

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