Industry 4.0 and Marketing 4.0: In Perspective of Digitalization and E-Commerce

Abstract

Today, with the introduction of concepts such as big data, social media, corporate social responsibility and e-commerce have become part of our lives, thus the transition to Marketing 4.0 is accelerating. One of the most vital activities that affect consumers’ purchasing decisions is e-commerce. E-commerce plays a decisive role in purchasing stages and processes. For this reason, e-commerce has become an issue that increases the importance of individuals in the purchasing process and decision every day and needs to be emphasized. In line with all this, the concepts of digital marketing and e-commerce will be handled in a broad framework in this study. Moreover, the digitalization of e-commerce sites will be held in the review of literature beside the environment and techniques that can be used within the scope of digital marketing. New approaches and trends that guide modern marketing are changing day by day. The main reason for this change is based on the rapid transformation in information and communication technologies. For this reason, it is important for marketing managers to adapt to these transformations and to use media and techniques in digital marketing.

Citation

Guven, H. (2020), "Industry 4.0 and Marketing 4.0: In Perspective of Digitalization and E-Commerce", Akkaya, B. (Ed.) Agile Business Leadership Methods for Industry 4.0, Emerald Publishing Limited, Leeds, pp. 25-46. https://doi.org/10.1108/978-1-80043-380-920201003