Understanding Shifts in Marketing Evolution as a Prerequisite for Implementation of Marketing 4.0

Vuk Mirčetić ()
Additional contact information
Vuk Mirčetić: Assistant Professor, Faculty of Applied Management, Economics and Finance (MEF)

Post-Print from HAL

Abstract: Business systems are competing in the economy that is awash in hyper-competition, and the markets are changing faster than marketing. Innovations in digital technologies have created more connected marketing environment that is more engaging and consequently more difficult for organisations to comprehend and achieve their goals. The motivation for this paper arises from the idea to understand and explore existing marketing theories in order to understand the importance of adapting marketing to the rapidly changing business conditions. The core idea of this paper was to analyse how to incorporate marketing into the complexity of contemporary markets and modern business environment, with a particular focus on Marketing 4.0. The qualitative literature review was conducted using data obtained by a comprehensive examination of articles from the leading journals, respectable and state-of-art analyses and groundbreaking researches. The results of this paper can be used for further, more complex investigations and exploration of different marketing theories and its utilisation in the present conditions. This paper expands exiting research related to the evolution of marketing and its implementation, primarily focusing on the application of Marketing 4.0. The study also contributes to existing literature, and the findings may be useful to scholars, marketers, social influencers, and the general public.

Keywords: Web 2.0; contemporary markets; Marketing 4.0; Marketing evolution; Marketing evolution Marketing 4.0 contemporary markets Web 2.0 (search for similar items in EconPapers)
Date: 2020
Note: View the original document on HAL open archive server: https://hal.science/hal-04905056v1
References: Add references at CitEc
Citations:

Published in Proceedings of XVII International Symposium SymOrg 2020 - Business and Artificial Intelligence (pp. 623-634). Faculty of Organisational Sciences, University of Belgrade, Serbia., 2020, Belgrade, Serbia

Downloads: (external link)
https://hal.science/hal-04905056v1/document (application/pdf)

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:hal:journl:hal-04905056

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().