- Tytuł:
- Marketing principles for Industry 4.0 — a conceptual framework
- Autorzy:
-
Nosalska, Katarzyna
Mazurek, Grzegorz - Powiązania:
- https://bibliotekanauki.pl/articles/125501.pdf
- Data publikacji:
- 2019
- Wydawca:
- Politechnika Białostocka. Oficyna Wydawnicza Politechniki Białostockiej
- Tematy:
-
Industry 4.0
digital marketing
digital transformation
Fourth Industrial Revolution
Przemysł 4.0
cyfrowy marketing
transformacja cyfrowa
czwarta rewolucja przemysłowa - Opis:
- 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.
- Źródło:
-
Engineering Management in Production and Services; 2019, 11, 3; 9-20
2543-6597
2543-912X - Pojawia się w:
- Engineering Management in Production and Services
- Dostawca treści:
- Biblioteka Nauki
Artykuł