Open AccessMarketing principles for Industry 4.0 — a conceptual framework
Author(s) -
Katarzyosalska,
Grzegorz Mazurek
Publication year - 2019
Publication title -
engineering management in production and services
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 11
eISSN - 2543-912X
pISSN - 2543-6597
DOI - 10.2478/emj-2019-0016
Subject(s) - marketing , context (archaeology) , conceptual framework , digital marketing , marketing research , business , marketing management , marketing mix , marketing science , relationship marketing , sociology , paleontology , social science , biology
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.