The impact of modern technology on changing marketing actions in organisations. Marketing 4.0
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2017, Vol 26, Issue 4
Abstract
The article presents the theory that modern technologies are changing the way in which marketing is organised and that they will transform the prevailing composition of the market, while enterprises should come to terms with the act that having a market share will no longer suffice to maintain the market leader position. The aim of this paper is to provide an overview of the key challenges generated by technological innovations and to identify the opportunities for marketing in light of the new communication and information technologies so that quantifiable benefits can be gained. The research topic underpinning this paper is: 1) an analysis of social media use by the Millennial generation; 2) an evaluation of the attitudes of SMEs towards the incorporation of information technology into their current marketing practices; 3) determining the implementation possibilities of Marketing 4.0 by promoting a flexible approach to organising marketing actions. Following a review of the available literature on the subject, we will present a concept of the model of the flexible organisation of marketing actions. The D3I2C concept combines today’s marketing actions and digital transformation. It can be harnessed by academia and other organisations seeking guidance on the implementation of transformation in the organisation of marketing actions.
Authors and Affiliations
Witold Świeczak
Keywords
Related Articles
- EP ID EP251146
- DOI 10.14611/minib.26.12.2017.17
- Views 79
- Downloads 0
Science – business relations in the opinion of university employees. Expectations versus reality.
The aim of this article is finding out, based on the obtained empirical data from an opinion poll carried out among the employees of the University of Wrocław, in what way and in what scope cooperation with entrepreneurs...
The measurement and evaluation of PR communication
The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an insight into the existing literature relevant to the measurement...
Relacyjny kontekst marketingu personalnego organizacji naukowych
W artykule przedstawiono zagadnienia związane z relacyjnym kontekstem marketingu personalnego w organizacjach naukowych. Szczególną uwagę zwrócono na odczucia zadowolenia i satysfakcji, których wywołanie jest głównym dąż...
Postrzeganie przez pracowników wykonywanej pracy i jego skutki
W artykule przedstawione zostały zagadnienia związane z postrzeganiem pracy przez pracowników organizacji naukowych w kontekście założeń orientacji marketingowej. Ma on charakter teoretyczno-empiryczny. Dążono w nim do o...
Do we need social reports? New challenge for corporate social responsibility
Directive 2014/95/EU of the European Parliament and the Council entered into force on 1 January 2017, regards disclosure of non-financial and diversity information by certain large undertakings and groups. Its aim is to...