The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Marketing 4.0: Enhancing Consumer-Brand Engagement Through Big Data Analysis
Abstract
Marketing evolves in parallel with technology. During the last five years, Marketing 3.0 has become the most innovative marketing approach, but of growing, is research focusing on Marketing 4.0: the marketing of big data. Much has been speculated, but academic journals have published little about Marketing 4.0. Maybe, because the total understanding of Marketing 4.0 requires: firstly, a depth knowledge about the evolution of marketing, especially about Marketing 3.0, and secondly, an analysis of how a range of technology –not only the Internet and social media- can be used to design marketing strategies that enhance the brand-consumer relationship. Taking into account how consumers' behavior has been changing since the beginning of this century, this chapter seeks to review Marketing 4.0 concepts, analyzing how big data can be used to enhance the consumer-brand relationship.
Related Content
Mohib Ullah, Arbab Waseem Abbas, Lala Rukh, Kamran Ullah, Muhammad Inam Ul Haq.
© 2023.
25 pages.
|
Rafi Ullah Khan, Mohib Ullah, Bushra Shafi, Imran Ihsan.
© 2023.
20 pages.
|
Rafi Ullah Khan, Mohib Ullah, Bushra Shafi.
© 2023.
17 pages.
|
Shaukat Ali, Shah Khusro, Mumtaz Khan.
© 2023.
34 pages.
|
Tayyaba Riaz, Iftikhar Alam.
© 2023.
20 pages.
|
Ufuk Uçak, Gurkan Tuna.
© 2023.
22 pages.
|
Muhammad Hamad, Altaf Hussain, Majida Khan Tareen.
© 2023.
21 pages.
|
|
|