Marketing principles for Industry 4.0 — a conceptual framework

Nosalska Katarzyna () and Mazurek Grzegorz ()
Additional contact information
Nosalska Katarzyna: Kozminski University, Poland
Mazurek Grzegorz: Kozminski University, Poland

Engineering Management in Production and Services, 2019, vol. 11, issue 3, 9-20

Abstract: The holistic approach to Industry 4.0 requires a broader look at the changes taking place in the area of marketing. Therefore, this article mainly aims to present an outline of changes in marketing for companies implementing the concept of Industry 4.0 in the context of Design Principles of Industry 4.0. The authors propose a conceptual framework for Marketing in Industry 4.0, deriving from the guidelines for designing strategies to implement Industry 4.0.The paper allows a better understanding of the Industry 4.0 phenomenon in the context of changes in the area of marketing in general and in industrial markets in particular. The conceptual framework presented in the article suggests a need for a new approach to shaping marketing strategies and the marketing mix in the Fourth Industrial Revolution and helps in identifying the key areas for the marketing mix according to the Industry 4.0 concept.

Keywords: Industry 4.0; digital marketing; digital transformation; Fourth Industrial Revolution (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/emj-2019-0016 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecoman:v:11:y:2019:i:3:p:9-20:n:1

DOI: 10.2478/emj-2019-0016

Access Statistics for this article

Engineering Management in Production and Services is currently edited by Joanna Ejdys

More articles in Engineering Management in Production and Services from Sciendo
Bibliographic data for series maintained by Peter Golla ().