Title: Marketing 4.0 – A systematic review
Authors: Polívka, Martin
Dvořáková, Lilia
Citation: 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
Issue Date: 2022
Publisher: DAAAM International
Document type: konferenční příspěvek
URI: http://hdl.handle.net/11025/51300
ISBN: 978-3-902734-36-5
ISSN: 1726-9679
Keywords in different language: Big data;Industry 4.0;Marketing 4.0;Online marketing;5A model
Abstract in different language: 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.
Rights: © authors
Appears in Collections:Konferenční příspěvky / Conference papers (KFU)

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