MARKETING 4.0 – A SYSTEMATIC REVIEW

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F22%3A43966232" target="_blank" >RIV/49777513:23510/22:43966232 - isvavai.cz</a>
Result on the web
<a href="https://www.daaam.info/Downloads/Pdfs/proceedings/proceedings_2022/058.pdf" target="_blank" >https://www.daaam.info/Downloads/Pdfs/proceedings/proceedings_2022/058.pdf</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.2507/33rd.daaam.proceedings.058" target="_blank" >10.2507/33rd.daaam.proceedings.058</a>

Result language
angličtina
Original language name
MARKETING 4.0 – A SYSTEMATIC REVIEW
Original language description
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.
Czech name
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Czech description
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Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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