Marketing Principles for Industry 4.0 - A Conceptual Framework

• Autorzy: Katarzyna Nosalska , Grzegorz Mazurek
• Języki publikacji: EN

Abstrakty

EN

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. (original abstract)

Słowa kluczowe

EN

Industry 4.0; e-marketing; Industrial revolution; Marketing strategy

PL

Przemysł 4.0; Marketing internetowy; Rewolucja przemysłowa; Strategia marketingowa

• Czasopismo: Engineering Management in Production and Services
• Rocznik: 2019
• Numer: nr 3
• Strony: 9--20

Twórcy

autor

Katarzyna Nosalska

• Kozminski University, Poland

autor

Grzegorz Mazurek

• Kozminski University, Poland

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Identyfikatory

DOI

https://doi.org/10.2478/emj-2019-0016